Advertising Standards Levy
Role
Lead brand and digital designer
Brand visual identity
Brand strategy and positioning
Brand story and messaging
UX and UI design
Brand guidelines
Online calculator tool
During the discovery phase, we established that the brand identity required a contemporary look, similar to that of agencies using the service. Working closely with the client team, I designed a brand identity that embodies modernity, trustworthiness, and professionalism. I also ensured that the visual identity was digital-first, as the company's main product is digital.
This master brand identity was then implemented across their key assets and reflected in the new website design at advertisinglevy.co.uk. Before designing the final site, I delved into user research and created UX wireframes that mapped out the main user journey, focusing on the cohesive communication of both asbof and basbof services. The main pain point discovered during the research phase was that users struggled to understand which service they needed to use. The user journey was further enhanced by the introduction of a levy calculator on the website to simplify calculations for all users, making it easy for each user to understand which levy they needed to pay and how much their levy cost.
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