Crucial Hosting decided to shift the focus of their business to the small business market and needed help with how this shift translated to their main point of customer interaction, their website.
Crucial needed to re-think their brand and personality to suit their new positioning. Minor work was done to the logo but a-lot of work went into developing and understanding the brands new digital style guide including people focussed imagery, iconography, tone of voice, colours and more. We created a digital style guide to ensure that the personality of Crucial was in-line with the market segment they wanted to focus on.
The design of the new website had to really speak to the small business owner. We spent the time to thoroughly understand the users and their decision making journeys. We directed the photography and its treatment online, designed and rolled out a unique own-able icon set, developed the tone of voice and personality online, and pulled all pieces together to create the final experience.