Concept Development Examples

Rosewood Partners – Brand Design

Concept Development Stages:

Initial Consultation:

Allows me to get to know the clients, their business and collect all the information I need to start building a strategic direction.

Research & Identifying Differentiating Factors:

  1. Rosewood methodically assembles teams in tech and engineering.

  2. Rather than targets focused on filling quotas, Rosewood has a human-centred approach to recruitment.

Exploring Visual Components to Support:

I conduct research and curate a range of visuals to support the conceptual direction, exploring how the brand could look across colour, typography, iconography, and supporting elements. This also includes case studies of brands from other industries that have differentiated themselves in a similar way. This is presented to the client in an in-person or online meeting.

Liquidity – Web Design

Concept Development Stages:

Discovery:

Due to Liquidity’s complex and innovative nature, it was important for me to deeply understand their process of work with in the company in order to better understand their two main client groups (companies looking to raise capital, and sophisticated investors).

Identifying Pain Points:

  1. Despite the website’s award winning status, the website was not successful in determining the company’s mission and this was proven by the amount of traffic to the ‘About’ page.

  2. It was a classic case of over designing and a lack of practicality. Information was not laid out in a manner that matched their internal process and there was a whole lot of fluff.

Creating an Efficient Solution:

From site map to wireframes to dev ready files, the creative process was shaped by tight timeframes as well as the constraints of the existing modular structure. Working closely with the developer at Liquidity, I designed considered solutions to clearly communicate the platform’s two-sided marketplace to its two distinct audiences. As this is a recent project, the redesigned website is not yet live and is currently progressing through final feedback rounds.