Market Research Society
Rethinking brand guidelines for the digital forefront.
Agency
Precedent
Role
Roll-out
Date
August 2017
Insight: Market Research Society (MRS) is a research association based in London. After the redesign of their sub-site, MRS felt it was appropriate to refresh their main site as it had become difficult for its audience to find the right content while also showcasing the depth of work carried out at MRS. The hierarchy of information needed to be reconsidered.
I worked with Creative Director Steven Bennet Day and Designer Tony Goff.
I worked with Creative Director Steven Bennet Day and Designer Tony Goff.
Challenge: MRS has a strong brand identity that was mainly designed for print work. Over time, and with the addition of new content, the visual language no longer successfully transferred to digital. For example, meeting WCAG 2.0 AA colour contrast, small text sizes and overuse of the main colour. In general, the site was much more text driven.
Idea: For the new web design, we focused on using the main colour much more sparingly and embracing a larger font for titles and icons. This makes the unique curved stroke ending on their font and icon much more visible, a key differentiation that they have as part of their brand. This approach, together with animation transitions, established a clear information hierarchy that guides the user’s eye.
