Objective
The previous Capacity Interactive website was primarily a content site, however, it was challenging to actually find some of that content and make connections to the company's services and people. It also had a "text on a page" aesthetic which limited the branding opportunities and therefore didn't showcase who CI is as a firm or it's personality.
With the redesign, the new website goals were multifaceted. In terms of the branding specifically, those included:
1. Convey CI's expertise and passion for the arts.
2. Convey CI's value of partnership and collaboration for prospective clients.
3. Create a more human feel across the website that gives an inside look into the company's culture and the folks who make up the team via visual storytelling. Essentially, the new website needed to answer the question: "Who is CI?"
Before & After
Homepage
Goal #1: Convey CI's expertise and passion for the arts.
You see that exemplified front and center on our homepage with the beautiful arts photography highlighting each of their services.
Services Page
Goal #2: Convey CI's value of partnership and collaboration for prospective clients.
This is clear from the homepage with the beautiful arts imagery and continues on to the services page. Here, it was important for me to highlight the different staff prospective clients would work with in their partnership as well as visualize the different services available.
Team, Careers, and Events Pages
Goal #3: Create a more human feel across the website.
This was arguably the most important goal for the website visuals and you can see the thoughtful (and strategic), visual storytelling across all of the website pages which range from featuring custom illustrations, short videos, and the awesome CI staff.
Bonus: This was a fun way to highlight the staff's WFH furry buddies!
