For this phase of the project, I was scoped to create the beginnings of a cohesive look and feel, which had to take into account an icon language, colors, photography, illustration, and infographics. To ensure that I was setting myself up for success, I set out to create a flexible system that could be easily expanded by numerous vendors. But first and foremost, content had to be presented in a functional way that triggered curiosity. Key navigation was moved to the standard expected locations and a grid was created. In the end, about 95% of my recommendations were implemented.
Using a combination of Sketch, Principle, and Invision to demonstrate what I believed to be the most valuable visual solution for this stage in their growth, I began by defining a color scheme that could complement and categorize content. Overwhelmingly, the founders wanted their look and feel to be positive and upbeat, which led to my choice for a rounded outline illustration and icon style. Pieces of each illustration could be mixed, matched or drawn to fit alongside other bits sourced from various vendors. To realize the custom design elements, I wrote light HTML & CSS within their default Drupal CMS.