Refreshing the brand identity
Saxton recruited our designers to re-energise its visual identity for digital use. An essential step in Saxton’s evolution, it reflects the strength of their offering as they look towards future growth.
The synergy of core design elements – colour, iconography and typography – achieves a distinctive look that makes the Saxton brand stand out immediately. The logo badge enables use on a multitude of background types. The isolated ‘X’ icon – which reflects a sense of ‘coming together’ – can be used as an alternate logomark.
Information architecture for the people
The existing site contained a wealth of information, much of which got lost in an endless maze of navigation. To set up the new website for success, we had to ensure the information architecture (IA) was intuitive and straightforward for users.
UX research and navigation testing enabled us to structure the site in an instinctual way and permit users to complete key tasks: discover speakers, learn more about Saxton, enquire online and find relevant contact details.
We streamlined the IA significantly. Where the existing site had eleven items in the primary nav, the new site had four: Speakers, About, Resources and Enquire. A new mega menu clearly categorises options to direct users to relevant content in a single click.