The challenge
The old site described the company by department.
Visitors arrived with a problem and had to work out which internal team owned it before they could find anything.
Opportunity
Reorganise around the visitor
Structure carries more of a repositioning than visual language does.
The solution
Structure first, identity in support of it.
Type and spacing do the hierarchy work, so pages read in the right order without needing to be explained.
Design decision
Intent-led architecture
Organised by what visitors are trying to do.
Navigation and page structure follow visitor goals rather than the org chart.
Design decision
An identity that extends
A system rather than a set of pages.
The visual language was built to carry beyond the website into everything else the company produces.
Outcome
A site organised around intent.
With an identity system that works outside the browser.