- My role/scope:
- Design lead, creative lead, project manager
- User research, information architecture, prototyping, UX/UI design
- Completed and maintained a design system
- Creative direction, art direction and branding
- Credits:
- Agency (initial branding): Entro + 56
- Results:
- Clear information architecture, wayfinding and user journeys
- Complete brand identity and applied design to better align with key audiences
- Improved membership funnel for lead nurturing
- Connected over 7.8K creatives with events, programs, workshops and activities
Agencies Entro and 56 laid the foundation for Launchpad’s branding, but circumstances left an incomplete brand framework and a subdued marketing website to work with. A disconnect between the hub’s identity and its audience and a perplexing user experience on their website became apparent. Having joined Artscape as their art director, I was tasked with streamlining Launchpad’s existing branding and design system, as well as improve the UX and UI of the website to facilitate lead generation of new memberships and promote venue rentals. I began with an audit of prior marketing to find existing continuity between brand assets, collateral and digital channels – even looking back at workshops and focus group findings that initially shaped the brand identity.
Branding
As Launchpad’s minimalist style was designed to be hip and unconventional, I looked to Brutalist and Swiss graphic design for additional inspiration – aiming for edgy, trendy and bespoke visuals familiar with design graduates and creative entrepreneurs looking for the next step in their careers. This was determined as the target audience. I centered the style guide around the pre-existing elevation line motif and notion of “ascent” to ensure Launchpad’s differentiation from its competitors. The stark colour palette, iconography and typography were maintained for continuity and practicality.
Website + Digital Marketing
An audit of the previous website revealed a disorienting information architecture, vague or non-existent wayfinding and an undefined user journey. User affordance, information overload and marketing share of voice provided a challenge. Defining the end user and the path to purchase, guided by Launchpad’s value proposition and business objectives, gave way to affinity mapping and produced a clear user journey. This helped establish benchmarks for the site’s wireframes that would inform the design.
Prototyping for each stage was designed using Adobe XD, with graphic elements created using Illustrator and Photoshop. Front-end development was managed by myself through Word Press using a heavily customizable 3rd party theme and page builder plugins. The design process was iterative due to various stakeholders’ input and a fast-approaching launch date. Having access to an existing library of basic components ensured usability, eliminated handoff time and alleviated the need for an exhaustive design system, allowing me to focus more on stylistic elements and experimental layout.
