Purely designing a new website utilising existing visual brand elements, such as supplied logos, legacy messaging, existing colours, assets, icons & imagery, is all good & well, if indeed they are still relevant.
However, to speak candidly & in our experience – this approach, at best, is going to provide clients with a new site that looks marginally better than what existed before & fails to stand the test of time.
Typically, the existing visual brand assets that we would require to design a new website in this way don’t even exist or can’t be found – or at best, are in desperate need of modernisation. It’s at this point a conversation around a potential ‘visual brand refresh’ begins to creep in, but before we can do this, it’s paramount that we take one step back to make sure we are developing or refreshing a brand set on strong strategic foundations.
One that delivers on its primary purpose, resonates & engages with its unique audiences & can assist the business & its clients effectively. The conversation soon shifts from a, ‘just a new website design’, to doing thoughtful, meaningful work around the brand prior to even considering any design application.
