Digital Arts Network (DAN) is a global agency specializing in digital innovation. DAN wanted a new brand and website that reflected their personality and offerings. DAN wanted to communicate a brand that is authoritative, progressive and rebellious. They also wanted a website to accompany this rebrand that can conveyed DAN as the leader in digital innovation with disruption at its core.
The purpose of the discovery phase is to understand the problem we are solving for and gathering evidence and initial direction. We do this by talking to stake holders and conducting research via product audit.
The original ask from Digital Arts Network was to refresh their current website to be responsive. The first step in the redesign was to conduct a workshop to understand the goals and purpose of the project. Once we dove a bit deeper, it became apparent that Digital Arts Network wanted to pivot the way clients and the industry perceived the agency. At the time, the agency was seen as very professional but not disruptive. They wanted everything they did to revolve around disruption. In order to communicate this message, it was quickly apparent a new website was not the only thing needed but also a complete rebrand.
In a tweet, what is DAN?
“Special ops swat team of over 1,000 digital specialists embedded across our global TBWA\ collective.”
What differentiates Digital Arts Network from other digital agencies?
“Digital Arts Network is different from other digital agencies because we can tap directly into any of our many specialities to assemble a completely unique capability from the ground up. Behind each speciality is a mix of network talent, methods, and deep experience.”
Who are we talking to?
Who are our users?
“Our main users are company CEOs, the second users we want to talk to is potential talent.”
What is the goal of this rebrand and website build?
What do we hope to achieve?
“The main goal of this rebrand and website redesign is to inspire trust with company CEOs and position Digital Arts Network as the authority within the digital space and the top choice that can bring their brand to the forefront of their industry. Our secondary goal is to reach potential talent by showing them what Digital Arts Network culture is and inspire them to apply.”
If Digital Arts Network was a person, how would you describe this person?
“Rebellious, badass, modern, young, adaptive, progress, flexible, and provocative”.
The current Digital Arts Network was professional, but the messaging was not clear; there was no clear hierarchy of information, and the brand did not match what Digital Arts Network wanted to convey themselves as. But most importantly, the website was not responsive, which is not acceptable from a digital agency. These three pain points became our design challenge.
In the define phase we create the foundation of our experience, information architecture. Information architecture is the blueprint of the experience and defines the hierarchy of the website.
Once we have the information architecture that lays the foundation for the experience, we start to explore our visual design language that will be placed on top of our information architecture as a layer.
Based on answers from the stakeholder interviews, we take these descriptions and start to assign visual identities to these characteristics. These visual identities are based on tone, color and type to bring these visions to life.
All three directions were presented to Digital Arts Network; we were overwhelmed by the positive feedback. It was a difficult challenge for Digital Arts Network to choose a direction and we even talked about combining all three directions. Ultimately, we felt that combining the three directions muddied the concept. The ultimate direction chosen was “Digital Anarchy” because the tone seemed the most authoritative and fell in line with the “digital pirates” they wanted to continue with.
I don’t believe you can make a product without iteration. Below we explored themes within the digital anarchy direction. We explored high tech, vintage tech, and dystopia directions. Our final product had elements from all of these directions. `
Interaction design brings flat UI to life with motion and movement. With motion, we can mimic human emotion and personality. I’m a big advocate for motion design to be core to a brand.
I worked closed with a team of developers to bring the site to life. The site design and launch was very well received from the Digital Arts Network leadership team. The site has helped Digital Arts Network to become an authority in the Digital space and win new work.
The website is live at www.digitalartsnetwork.com