The old website
Though we were clear on the clients brief, upon seeing the business with fresh eyes our immediate thought was that the Think Active branding itself was a root cause to the non-reflection of the business mission.
It was not our intension to suggest a complete rebrand, but instead a refresh of the brand identity to revitalise and instil a feeling of positivity, inclusivity and energy.
Although conscious we were not doing a full rebrand, we wanted to expand the clients refreshed identity by creating a visual language to support their new look.
Our solution was friendly rounded arrows.
The graphic arrows embody a sense of movement and vitality, mimicking the values and messages the business so passionately stands by.
Furthermore, we collated a library of support images that captured the enthusiasm of the brand and the people they aim to communicate with.
During the project it became apparent that a refinement of the brand tone of voice needed to be looked at in order to align with the evolution.
After reviewing and establishing what the correct personality was for the brand, we proceeded to rewrite the copy and important messaging that would be used on the new website.
With the new tone of voice in place, we carried out a short workshop with the clients team where we talked through the key fundamentals of the writing tone, enabling them to understand and replicate it moving forward.
With the foundations in place, we designed and built a website that streamlines the expansive services that Think Active provide in a user-friendly and engaging way.
We lifted the experience of the new site by also including animated movement with the arrow graphics, which also subtly act as guidance points to key information and call-to-actions for the audience.
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