Renewing Exnaton branding
Collaboration with design agency Atelier Disko
A collaborative UX Design journey.
Genesis
What initiated this journey?
In 2022, together with Exnaton's co-founders we ignited discussions on revitalising the company's brand. To infuse a new, impactful identity, we embarked on a collaborative venture with an external design agency Atelier Disko.
Our key objectives were:
- crafting a captivating color palette
- selecting a fitting font for our web and marketing materials
- design modern visuals that authentically portray our company
As the UX Designer leading the charge, I managed the agency collaboration and the task of updating our website to align with the rebranding efforts.
The process I used
Research
Empathize
Define
Design
Test
- market and competitor analysis
- user interviews
- structure research findings
- create persona
- user flow
- sketches
- wireframes
(low fidelity prototype) - affinity map
- iterated wireframes
- brand style tile
- UI design (high fidelity prototype)
- usability testing
- iterated UI design
- UI Kit
Facilitating effective teamwork
I provided the agency a comprehensive starting package, including visual examples, a UI kit, and insights from our September 2022 team-building exercises. These exercises evolved our brand archetypes, promises, and core pillars, vital as our startup grew and evolved.Precise activity outlines and timelines were established to ensure seamless collaboration.
A pivotal kickoff
Our journey began with a kickoff workshop, introducing Exnaton's essence to the design agency. This deep dive into our requirements sparked inspiration. The challenge arose while picking imagery for the renewable energy sector. Amid industry clichés, fresh, authentic visuals were paramount. The agency meticulously analysed shared content and workshop insights, conducting research to navigate the energy sector's competitive landscape.
Pushing visual boundaries
Innovating within renewable energy imagery was key. To set Exnaton apart, we redefined visual narratives. Our focus on close-ups and proximities distinguished us from competitors' wide-angle shots.
This phase enlightened our brand identity, echoing our human-centric, tech-forward ethos. Beyond images, dynamic patterns symbolising energy flow were introduced.
Visuals
Our selected visuals set the stage for unifying marketing materials. Successful collaboration yielded a complete branding transformation.
Translating vision online
With collaboration wrapped up, I tackled updating Exnaton’s website. Translating visuals and patterns to the digital realm was a challenge. Zoomed-in imagery provided an engaging visual experience, balancing impact with readability.
A user journey was crafted, intuitively guiding visitors using visuals invoking movement and energy flow.
Lesson learned
In navigating the dynamic landscape of our rebranding journey, I gained valuable insights. Effective collaboration with external agencies hinges on well-defined processes and transparent communication. A robust starting package and consistent check-ins upheld alignment throughout the journey.
My design journey through Exnaton's rebrand equipped me with lessons spanning collaboration, brand alignment, digital adaptation, user-centricity, leadership, and storytelling. These insights ensure my future designs consistently deliver impactful, user-centred experiences.
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