Contemporary Analysis
Strategy / Content / Brand / Product
Role
Lead Designer & Strategist
PRACTICE
- Brand Design
- Content Design
- UX Design
- UI Design
The Situation
The problem with CAN’s existing identity and website wasn’t that it was executed poorly. No, their problem was much deeper — it didn’t express who they were and what they valued.
The Solution
Working with (now best-selling author) Rainbow Rowell, we developed a brand story that told what they did, and most importantly, why they did it. This story become the guiding force behind CAN’s redesign. It showed that they we smart, approachable, and passionate individuals that would take your complicated business problems — and your complicated business data — and create custom solutions to fit your needs by finding the hidden insights within that data.
Visually this translated into an identity of bright colors and literal “gems” of information, paired with friendly and accessible typography. These represent the insights CAN is able to glean from their clients’ data, and the five business functions they service – sales, management, customer service, strategic planning, and marketing.
For the website, the focus was placed on providing real information and insights about data science and predictive analytics by fully integrating a blog, as well as case studies and ebooks. This was to help explain to potential clients, what exactly predictive analytics was and how it could help their organization. To this end, I created easy-to-read type styles and layouts focused on content. I also created light-hearted illustrations to add interest and clarity to their, at times, complicated content.
I also work with CAN to create a proprietary client portal. This application allowed their clients to upload their data sets. CAN’s data scientist could then take this data and conduct detailed analysis and by inputting custom variables and algorithms back into the Portal, allow clients to run detailed simulations against new datasets in order to see what was most likely to happen next.
