Website Imagery Refresh
CONTENT
INTRODUCTION
NATURE’S COMPLEXITIES
UNIQUELY ASCEND
ENHANCED BRANDING EXPLORATION
This project was a collaborative effort between:
Nathan Procknow, Design Lead
Sriprae McDonald, Designer
Pam Dempsey, Designer
Introduction
This project was a collaborative effort between me, Pamela Dempsey, and Nathan Procknow.
For this project our team proposed two imagery directions: 1) Nature’s Complexities and 2) Uniquely Ascend.
We also included design explorations I created that could be used to enhance the branding.
This is the Ascend logo and these are the Ascend colors.
These are the header and main article images currently displayed on the Ascend website.
Nature’s Complexities
For our proposed Imagery Direction 01, we explored the beauty and complexity of nature.
People’s lives are not experienced in flat one-dimensional, static, linear timelines. Yes, they are comprised of minutes and moments, but they are charged with emotions, thoughts, and movements (real and imagined). Nature reminds us that we are connected. Our lives are varied and complex. Our connections with each other are also varied and complex.
Nature is not contrived. Yet, it has the ability to convey multiple meanings, enlighten truths, elicit emotions, and inspire awe.
In this selection we use images of nature as abstract metaphors. We pair science with art. Beauty with function. We pair nature with people and technology.
Moodboard Images
We explored the colorful micro and macro patterns of nature.
We gathered images of people that were colorful, engaged with technology, and are in the midst of daily life.
Design Exploration
Pairing nature with people and providing sample mockups for how it could be incorporated into the current web layout
Uniquely Ascend
For our proposed Imagery Direction 02, we explored using the “A” in the Ascend logo as a graphical element as well as play up the Ascend branding patterns and use of icons.
Ascend is at the forefront of journey marketing innovation. Data is the backbone of how Ascend transforms information into targeted insights that emotionally speak to customers and businesses.
In this direction, the Ascend branding elements are showcased within the space of the photography. The elements are positioned and arranged to help tell the story of “Journey” and “Engagement.” Through this we communicate that Ascend will be there at the right time, through the right channel, and with the right message.
At Ascend, we’ve got your back. We support your teams with seamless integration. We are your partner in journey marketing and customer engagement.
Moodboard Images
Ascend’s graphical elements
We gathered images of people that are modest in tone and more in an office setting.
Design Exploration
Concepts of seamless integration and sample mockups for how it could be incorporated into the current web layout
Concept collaboration between me, Pam Dempsey, and Nathan Procknow
Concept design by Nathan Procknow
Concept design by Pam Dempsey
Enhanced Branding Exploration
I explored how we could graphically incorporate the Ascend “A” into designs.
