SYDNEY, AUSTRALIA
Seedling Films
A website for a new video production agency by a seasoned documentary filmmaker in Sydney focused on sustainable businesses & NGOs. The challenges were 1) to come up with a brand strategy as the client only had a logo and two colors, and 2) making a site that’s editable as they’re still setting up the business. The website is still currently unpublished as the client requested to write their own copy.
PROJECT SCOPE
Brand Identity Refresh
Illustrations/Visual Design
Web Design
WordPress Development
PROJECT TIMELINE
December 2021-January 2022 (7 weeks)
WEBSITE URL
Currently unpublished
Week 1 Discovering Target Market
Week 1 Competitor Analysis
Week 2 Finding Brand Personality
Week 2 Web Strategy
Week 3-5 Layout Concepts Design
Week 3-5 Creating Illustrations
Week 6-7 Web Development
Week 7 Results
DISCOVERING TARGET MARKET - WEEK 1
Though the client knew his business’s mission was to work for sustainable businesses & NGOs, they had zero brand strategy in place. So the first two weeks were dedicated to creating that, and the first step was to create user personas.
Censored for client's privacy reasons.
COMPETITOR ANALYSIS - WEEK 1
The next step was competitor analysis. I analyzed five other Australian video production agencies’ brands and websites, and found key unique selling points that help Seedling Films to stand out in the market.
Censored for client's privacy reasons.
FINDING BRAND PERSONALITY- WEEK 2
A 3-hour brand discovery workshop was done where one of the topics included how Seedling Films’ brand personality and tone of voice could take form.
Above: The website architecture. Below: Sketch wireframes for the site.
WEB STRATEGY- WEEK 2
After establishing the business’s mission/vision, target market, competitor analysis, and brand personality, I created a web strategy based on those things alongside the customer journey, that would lead the web design & development to follow.
LAYOUT CONCEPTS DESIGN - WEEK 3-5
I made two layout concepts as prototypes, to test which ones would be more fitting for the site. This other drafted layout is more earthy and calming in their identity. After a lengthy workshop and weighing out its pros and cons, we decided to go with the more modern & minimal one (pictured in the final product).
CREATING ILLUSTRATIONS - WEEK 3-5
As the website package includes a set of 9 illustrations, I created different illustration styles to test which aesthetic would best fit the client and their content. These scrapped versions feel more earthy & vintage, which helped us decide that the modern feel was more relevant to the target market.
WEB DEVELOPMENT- WEEK 6-7
After mapping the website’s flow (done on weeks 2 & 3, on the web strategy portion), I prototyped & wireframed the site and went on with the development on Webflow.
RESULTS - WEEK 7
After testing different design versions and prototypes to achieve maximum results, the result was a 3-page Webflow site that was editable and a set of 9 illustrations.
The client was also supplemented by a 30-page Webflow Editing Guidebook.
The client is still editing the website & setting up his business, hence the unpublished site for now.
“Daniel’s approach to designing our website was nothing but professional. He had great ideas and executed spectacular aesthetics that really gave us a result that was above and beyond our expectations.
Not only did he look at our website from a design point of view, but he also gave thought to our business brand and strategy: thereby giving us a solid website that fits our business like a glove.”
BIN LI
Founder, Seedling Films
