My role: Art Director
Brand, Web UI/UX, Illustration and Iconography
Creative Director: Jenny Ji
Company size: 60 | Industry: Construction | Year: 2017
BuildingConnected is a San Francisco startup who is changing the way construction professionals bid for projects, meet deadlines, and network with other professionals in the same field making construction planning a breeze.
After many years with no change, Creative Director Jenny Ji and her team wanted to do a quick refresh of their current brand. The team wanted to start with a re-design of the current website which would set the tone for the brand refresh.
The project consisted of 2 main goals:
1. Brand: Update the brand with a quick refresh with a new color palette, illustrations and iconography. On this take for the brand, the team wanted to explore a more approachable look to the brand.
2. Website: Re-design current website with better UX/UI to showcase new features, highlight BuildingConnected's service use-cases, and make the company more attractive for future candidates and investors.
Our user base isn't tech savvy, so we did not want to present ourselves as a intimidating corporation, instead we want to position ourselves as being approachable, reliable and friendly.
The original color palette consisted of darker tones of blues and gray. To bring a little more life and approachability, I decided to brighten the current color palette and add 2 accent colors: green and orange. With a company like BuildingConnected, there are different users to keep in mind that have very different needs. Creating a more diverse color palette helps users visually identify their own use case within different marketing materials and UI elements on the web or app. In addition to adding approachability through color, I also create illustrations and iconography that are softer and playful.
The current website did not reflect all the new features that have been released since it was created. For the new website I wanted to make sure to highlight specific features that were beneficial to each of BuildingConnected's use cases. Due to time constraints on this project, we opted not to use photography and mostly rely on the new color palette, illustration and iconography, and app screenshot assets to tell BuildingConnected's story.