The initial stage of our project involved a thorough examination of industry benchmarks from comparable companies. The task of collecting and organizing logos, text, imagery, icons, and other elements proved to be an intriguing journey that brought structure to the research findings. Through this process, we observed numerous similarities across the various brands.

Through rigorous research efforts, engaging with the company, and team-wide brainstorming sessions, we crafted a succinct brand concept, titled "Straight to the point," that reflects the distilled essence of our findings.

The company and brand should embody the "Straight to the Point" ethos, characterised by clear, direct communication and a streamlined, no-nonsense approach. This extends to both the language used in written communications and the overall visual look and feel of the brand. Additionally, the automation of data handling that SustainLab provides, further supports this ethos by eliminating unnecessary clutter.

Building upon the "Straight to the Point" ethos: crafting a design direction.

Visual Inspiration: Our design direction was influenced by the principles of the Bauhaus movement, combined with the minimalist approach of renowned Braun designer Dieter Rams and his famous mantra "Less but better." We also drew inspiration from examples of functionalist architecture and sleek product design.

In the latter stage, I pursued independent work, beginning with extensive hand sketching followed by UI experimentation in Figma. I alternated between tasks on the platform and website design work to ensure cohesive progress.

Translating the previously established brand onto a digital product proved to be a thrilling exploration, particularly since our team, including myself, was responsible for developing the brand in the first phase of the project.

The outcome is a website design with a  layout that aims to break down the barriers between functional sections that would typically be separated by section headings on a traditional landing page.

In response to this, I designed a feed that blends the site's most crucial components, the News and Testimonials, with the goal of crafting a more dynamic and captivating user experience.