Advertising Association

Role

Lead brand and digital designer

Brand visual identity refresh

UX and UI redesign

Website design

Brand guidelines

Social and event marketing assets

Reports and publications

The Advertising Association promotes the role and rights of responsible advertising and its value to society by acting as the connection between industry professionals and policymakers.

The Advertising Association were at a point of growth where they needed to update their visual identity, brand guidelines and website to enhance their appearance and create a consistent and impactful representation.

Visit the live website

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The process

Firstly, I established new visual identity guidelines to follow accessibility principles, ensuring that the colour and typography usage is highly legible across print and screen. I then revamped the website, focusing on improving the key user experience and applying the new visual guidelines. This was done by creating wireframes and a clickable prototype to test functionality and application of the new visual identity. I handed over my prototype to a dedicated team of developers and together we updated the site and provided CMS training.

Additionally, working with the developers, to enhance the user journey we created a member portal to offer premium content and gather insights on popular site features, focusing on easy registration, personalised features, and data capture for member usage.

Key design features included:

An easy member registration process, working from a client-managed database of approved member domains
Personalised login page and greeting
Ability for members to select relevant interests and have the most up-to-date content recommended to them, as well as save articles from across the site to their profile page
Data capture on member use and readership across the site

The Advertising Association also have a full events calendar, for which individual sub-brands and assets were created for, including:

Hero event images for promotion and press use
Event idents and animations
Social content
Venue assets such as backdrops and step & repeat boards
Powerpoint presentations

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The Impact

Creating a new suite of consistent marketing assets for use across social media, email newsletters, and events enables the AA to communicate its services, insights, and vision coherently, driving growth across its workstreams.

The revamped website offers an improved user experience, while the updated content management system (CMS) ensures smooth content management for the team. Additionally, the newly designed member portal allows tracking of member activity, providing valuable insights that support data-driven decisions for future business growth.