Brand Repositioning & Website Redesign
In 2017, Illustria began working to reposition the business and brand, from a production design agency to a strategic branding agency.
As the art director on the project, I led the entire process to get the site redesign to launch. This included interviewing all members of the executive team, creating all IA and wireframes, collaborating with designers to create a design system, and collaborating with 3rd party developers on QA/QC and progress.
Before we could redesign the website, we had to define its new strategy, given the shift in business model. I led the design team in a brand audit and also interviewed each member of the executive team. The goal was to dig deep and determine new business goals, and define what would change with the Illustria brand. With the strategy in place we could then wireframe and design the site.