::::: The challenge :::::
The challenge was to transition from a green that made the company appear untrustworthy and cheap. Having won prestigious awards such as the Queen's Award, the company wanted its branding to reflect that level of prestige.
It was agreed early on that the new color was the best fit for the brand, as it immediately met the criteria suggested by the brand book.
::::: Geeks website (Before) :::::
Once the color had been established, the first draft designs were created. I used it with a white background in the initial draft. However, the combination of the color and white felt slightly clinical, which I wanted to avoid. The first draft below shows an example of this combination.
The first iteration design for the People page displays the initial vision for the Geeks website by introducing a new color to the company. This color is featured in the header with a white background, which was later changed in an iterative process and became the secondary option for the anchoring nav bar menu.
::::: Geeks new branding - colour palette with logo :::::
During the rebranding process of the GEEKS brand, exploring the color palette was essential, as the previous brand guidelines lacked flexibility.
I decided to add a charcoal black variant to the primary color palette, which added depth while considering both reverse and inverse requirements that were previously limiting. This change made the general aesthetics of the application feel more premium, elegant, and corporate, while also maintaining a sense of nostalgia and entertainment for our users where possible.
To achieve balance, I introduced a range of colors that complemented each other and helped balance the site as needed. Fuchsia pink, teal green, and charcoal black were tested and selected for primary use. Some colors required less opacity to enhance functionality, such as for hover effects.
::::: Geeks website (After) :::::
::::: About us page
A really cool feature I designed sits on the 'About us' section of the site today - this holds the 'people page', I created an interactive page that generates a smile with geeky glasses on every individual upon hover over. To maintain the consistency between contrast and sizing of each photo I applied a process which the team at GEEKS still use today.
The Solution
The design below reflect the first iteration and use of my chosen colour palette combined - this has now evolved and can be found on the live-site.
::::: The Design :::::
The Geeks home page uses tiles to display all clients, with carefully selected imagery that complements the rest of the website. The image below also demonstrates the anchor navigation menu in its secondary state (white variant) with the GEEKS logo in its full glory, using the new color palette.
This site was designed and implemented in 2016 - changes may have been made from then
