*Previous SSF visual identity and website shown above
The Challenge
A myriad of challenges lay before us. The existing design wasn't optimized for the user experience, the user interface lacked dynamism, and the overall customer experience was lackluster. Our biggest hurdle was to not only transform the existing content and design but also to ensure the website encapsulated the foundation's spirit, mission, and the tremendous value they bring to society.
The Solution
Our approach began with adjusting the verbal design, moving from a mere informative style to a more inspiring narrative that reflected the foundation's mission. We weaved an engaging brand narrative, handpicked aspirational and inclusive imagery, updated the language pertaining to people with special needs to reflect current usage and styles, and made crucial enhancements to the logo to increase readability. We opted for dynamic, energetic fonts to mirror the sports-centric audience.
An essential part of our strategy involved thorough interviews with key stakeholders at the beginning of the engagement, capturing their stories, visions, and aspirations. This critical step facilitated a deep understanding of the foundation's ethos, which we then infused into every aspect of the website. We also updated the photographs of the key members to create a more personable and engaging user experience.
The Gamble
The most significant gamble was our decision to rejuvenate the foundation's logo. While there was no direct request for this change, our creative team believed that the old version lacked readability due to the font. This audacious move involved a level of risk, but at Remark, we value honesty and authenticity. We strive to deliver what we genuinely believe is best for the client, even if it means taking a calculated risk.
In the end, the payoff was huge. The new logo now stands as a testament to the foundation's vibrant spirit, enhancing the brand identity among English-speaking audiences.
