Overview
James Scott, A chartered Accountants in Manchester, wanted a new Identity that matched their friendly and progressive ethos.
Working with the team at PracticeWeb, I designed a new logo, brand identity and website for the client which captured their playful and empowered spirit.
Logo design
I began by conducting a project initiation meeting where we discussed the clients' vision for the logo and wider brand.
We completed various exercises, enabling me to understand how they see their company and how they'd like to be perceived by their clients. We started by plotting their brand personality on a chart and completing a visual audit of a selection of existing logos to explore design preferences.
After reflecting on the information I gathered from our meetings, it was clear that the client wanted a logo that felt human, rounded & progressive.
I set to work, sketching rough logos to explore as many ideas as possible in a short space of time. I then digitised a selection of these ideas and began a process of rapid prototyping to push each idea forward. I developed 3 concepts to present to the client that all hit the brief in slightly different ways, providing a wider set of options for the client to choose from.
While the client loved all 3 concepts, they felt that concept one aligned perfectly with their original vision for the company.
The logo combines the idea of a globe together with 3 vibrant colours to represent diversity and inclusion, it is also a play on the long standing internet symbol as well as incorporating the abstract shapes of the letters J and S in a swooping, fluid motion to represent flexibility and progression.
I chose to pair the logo mark with a sans serif typeface that balances smooth, friendly curves with clean and sharp points, bringing a natural feeling balance and cohesion to the paring.
Web design - UI/UX
After discussing website preferences with the client, I carefully mapped out the site structure and user journey using Figma. This enabled me to visualise the paths users would take through the site. Wireframing helped to plan the layout, content and flow of the pages across the site, ensuring a pleasant and intuitive user experience.
Using the site map and wireframes, I then developed the wider visual identity of the brand. The website was built in Wordpress using Divi.
The client was keen to have a strong visual language that ran from the logo through the entire brand. To achieve this, I incorporated the swooping lines from the logo as a visual feature to give structure to the layout of the pages and bring consistency across the website.
James Scott operates under 6 core beliefs that inform how they do business, It was important to display these in a visually interesting way that was compact and in line with the brand.
To achieve this, I developed a set of custom iconography to represent their core values. This section on the website was then built with a hover interaction on each box to reveal a short description for each value. This allowed us to make the section visually appealing as well as providing a more dynamic & interactive experience while not taking up too much of the page.
The client was delighted with the finished website.
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