NatWest.com
WITH A HOST OF NEW COLOURS, A NEW FONT, AND A BUNCH OF NEW ILLUSTRATIONS, IT WAS TIME FOR A RE-DESIGN OF THE HOMEPAGE…
FIRST DESIGN OF NEW DOT.COM
Position
New brand is all about instigating a more conversational approach about money / less scary, more about possibilities
Problem
Explore how homepage could look with early branding info
Possibilites
Endless
Homepage
Header components
FURTHER EXPLORATIONS
FINAL DESIGN (including new global nav)
Homepage
Photo header
Illustrative header
Conclusion
At this point, we had more guidance from the Branding agency in the form of colours and illustrations. For technical reasons, using the coloured brush-strokes had to be put into backlog for a later date.
The plan was to allow imagery, colours, illustrations and, the use of the new company font, used in our H1 type stack (an idea I had and discussed with my Creative Director), to boost comprehension and brand awareness.
The ultimate aim of this exercise was to, not only, create a faithful UI representation of the new brand language but to also develop a new look-and-feel that utilised its new visual language to enhance content comprehension and convey the brand tone-of-voice effectively.
Crucially, we made great efforts to ensure the new designs would not incur any Dev effort that might impede the ambitious launch date.