Client: Ideando Roles: UI Designer, UX Designer, Web Designer Tools: Figma, Replit Status: Completed work

Ideando is an innovation and product development firm focused on helping companies validate ideas, accelerate product delivery, and create meaningful digital experiences. As the company evolved, its website no longer reflected its sharpened positioning or the clarity of its new messaging. This project was a full refresh aimed at elevating the brand, improving usability, and making the company's value unmistakably clear from the moment a visitor lands on the site.

The previous version of the Ideando website had strong foundational elements but lacked cohesion and clarity. Several issues surfaced during the audit:

The core message was diluted and visually overshadowed

Portfolio work—one of the most important credibility signals—was buried several clicks deep

Navigation patterns were unintuitive, making it harder for prospects to explore the company's capabilities

Visual inconsistencies across typography, color, spacing, and interactions weakened the brand's overall presence

The goal was simple: create a bold, direct, and intuitive experience that communicates Ideando's value instantly.

The hero section is the first impression—and previously, it wasn't doing the brand justice. The copy was left-aligned, visually unbalanced, and lacked the punch needed for a company that leads with innovation.

Centered the core message to give it prominence and balance

Introduced a dark, minimal background to remove distractions and increase contrast

Added subtle sparks of Ideando's primary orange to inject energy and brand recognition

Used Montserrat Extra Bold to reinforce confidence and clarity

Simplified the main navigation to make key sections easier to access

The result is a hero that feels intentional, modern, and unmistakably aligned with the company's voice.

Although Ideando is a tech-driven company, the brand is also about creativity, disruption, and momentum. The surf video became a metaphor for that spirit—dynamic, fluid, and bold. It signals to visitors that Ideando isn't just another consultancy. It's a partner that brings energy, originality, and a fresh perspective to every engagement.

One of the biggest usability gaps was the placement of the portfolio. It was hidden deep within the site structure, making it easy for potential clients to miss entirely.

Moved the portfolio carousel directly below the hero section

Made work samples one of the first things visitors see

Reduced friction by eliminating unnecessary clicks

Created a more intuitive path for prospects who want to quickly validate expertise

This shift dramatically improves discoverability and aligns with how decision-makers evaluate partners.

While the site was simple, it suffered from inconsistencies that affected both usability and brand perception:

Heading styles varied across pages

Font sizes and treatments were mismatched

Section spacing and layout patterns lacked structure

Interactions were inconsistent or missing

The new Ideando website delivers a sharper, more intuitive, and more compelling experience. It communicates the company's value with clarity, showcases work upfront, and reflects the bold, innovative spirit behind the brand.

This refresh not only modernizes the visual identity but also strengthens Ideando's credibility and positions the firm for stronger client engagement.