Elliott Bay Connections
Brand and Website refresh
Client:
Elliott Bay Connections LLC.
Role:
Creative Director/UX Designer
Project length:
3 weeks
Brief:
Create the project's visual identity and website.
Elliott Bay Connections (EBC) is a public-private partnership to connect, restore, and revitalize public parks along the Elliott Bay waterfront.
Overview
We were contacted by one of our clients regarding assistance with redesigning a website and visual identity recently created by another firm. The request includes developing communication materials and building a website that can be easily updated during preconstruction and construction phases.
I served as the creative director for this project, guiding the client through brainstorming sessions and leading them through the brand refresh process to ensure their voice was heard and they understood the reasons behind our decisions at every step. Additionally, I was the lead UX designer, collaborating seamlessly with the project team and development team to deliver a website that met the three-week timeline.
Goal
Our goal was to infuse the new brand with distinct character, creating a unique yet harmonious resonance. We aim to ensure the visual identity aligns across various partners, is accessible, and seamlessly transitions from an existing website while maintaining alignment with their partner's websites(e.g., DSA and Port of Seattle).
​Challenge
We faced a tight schedule, needing to deliver a new website and visual identity within three weeks. The challenge lies in creating a new brand that stands out from their partners while maintaining cohesion with the overall identity of the port.
Approach
We established a precise schedule and actionable items for our team to guarantee timely deliverables, necessitating transparent discussions with the client about what is achievable within our three-week timeframe for both branding and website design. This clarity ensured that expectations were aligned and that our approach was realistic and manageable, allowing us to efficiently meet project goals without compromising quality or deadlines.
Collaboration
Using the Miro board enables us to collaboratively visualize and map out our project's ideas and user flows in real-time with both the project manager and clients, ensuring everyone stays aligned and informed despite our tight 3-week timeline. It allows us to streamline our processes by clearly outlining each step and creating a structured schedule for executing our work efficiently.
This visual approach not only enhances clarity but also fosters proactive communication and rapid decision-making, crucial for meeting our project goals within the limited timeframe.
Style guide
As a creative director, I scheduled daily check-ins with my team to ensure we are consistently informed and to promptly integrate any feedback, crucial for finalizing the brand guidelines on time. Concurrently, I initiated communication with the development team and project manager to kickstart the website design process, ensuring seamless coordination and efficient progress toward project milestones.
Website
Due to the quick turnaround, we could not conduct in-depth user research. Therefore, we utilized Google Analytics and their current website traffic data as a reference for user information. However, we recognize the importance of research and recommend that the client continues to evaluate and track their data to address issues promptly.
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Wireframe
I sketched the wireframe, brought it into XD, and transitioned it into high-fidelity website designs. We prioritized emphasizing the subscribe feature and designing a visually engaging layout to encourage users to stay longer on the page and explore further details about the projects. This approach aims to enhance user engagement by making information easily accessible and compelling to interact with. Check out the final product below.
Result
Our client at Elliott Bay Connections expressed high satisfaction with our communicative approach and our ability to effectively translate their ideas into tangible products. They were impressed by how well we understood their vision and executed it seamlessly. As a testament to their satisfaction, they approached us with an opportunity to design a booklet/report for project donors, showing confidence in our capabilities and results.
Communication materials
We successfully created a set of communication materials for their community outreach event on schedule, and they were delighted with our willingness to go the extra mile for them. Their satisfaction underscores our commitment to delivering beyond expectations and fostering a strong client relationship.​
Map
Schedule
Flyer
Result
Our client at Elliott Bay Connections expressed high satisfaction with our communicative approach and our ability to effectively translate their ideas into tangible products. They were impressed by how well we understood their vision and executed it seamlessly. As a testament to their satisfaction, they approached us with an opportunity to design a booklet/report for project donors, showing confidence in our capabilities and results.
Lessons learned
I learned that prioritizing communication and client collaboration is essential for project success. Starting with a thorough schedule and setting realistic expectations proved invaluable in ensuring clarity and alignment throughout the project.