The Challenge

This project undertaken as an employee at Newpath.

Newpath, a full service digital agency building innovative solutions with a tangible impact, sought to uplift their brand to present themselves as a creative provider.

In response to a competitive market of unique design agencies, in 2021 I was challenged to create a fresh and exciting look for the Newpath digital agency.

No fundamental requirements were set to restrict my creativity, however, a some very rough wireframe drawings and links to other studios for inspiration were provided.

As the structure of the existing site wasn’t lacking, the main outcome of this project was to improve the style of Newpath’s website to coincide with their new branding, and to present them as a creative, innovative, and solution based business.

The Solution

Market research, exploring creative coding solutions, and collaborating with key stakeholders allowed me to identify the company's transformative, and solution based ethos to set them apart in the market. With a new logo already in place, I had a strong starting point for the direction of the overall aesthetic. Consisting of a rounded, playful typeface and square detailing, I pushed forward with these motifs by making specific design choices detailed below.

Colour Choices

Various blues and complementary colours were used to tie the previous and new branding - allowing users to recognise the connection between old and new. A bright pink was implemented for various buttons to add a point of interest.

Interactivity

Multiple interactive elements and micro-interactions were implemented to provide visual delight and emphasise the creativity of the company. Some of these included:

A showreel of previous works

Creating hoverable project tiles to get a taster of what each project entails

Opposing parallax squares to expand on branding elements

A parallax carousel of features works

Related projects sliders under each solution

Expanding the Brand

As part of the website re-brand I was tasked to:

Diagram solution processes

Create new imagery for all project pages

Manage the company photoshoot

Upload and update projects in the CMS

In addition to refreshing Newpath's website, I created proposal documents on Google Slides that were influenced by the stylistic choices of the website.