by Wendy Bebbington, Creative Director
Here at Newenglish, we recently embarked on a really tricky rebranding project. Tricky, because it wasn’t for one of our clients, instead we were taking a good look at ourselves to create the ‘new Newenglish’.
In this day and age there’s a train of thought that with a dextrous use of a mouse, anyone can be a designer. However, because you’re reading this blog, I’m guessing you’re one of the people who are either exploring, or have already realised that design by experts is actually a powerful tool and a truly worthwhile investment for any organisation wanting to not only stand out from the crowd, but express the essence of who they are and what they do.
A well designed brand isn’t simply a logo or stamp, but an outpouring of a consistent brand personality. Recognisable, reliable, interesting and powerfully communicating; evident in every touchpoint that an organisation has with its current and future clients. This is why we have to really get to understand a client before we can create a brand for them.
- What exactly is it they do?
- What makes them different or better?
- How do they value their staff?
- How well do they do what they do?
- What are they wanting to achieve going forwards?
- How do they currently tell that story?
- How can we do that better?
- What do they ‘look like’ now and what do they ‘feel like’ – and how will we change that?
Perceptions do matter.
A brand has to be authentic to the organisation, and what they are genuinely striving to be, otherwise it all falls flat if the personal experience of the organisation doesn’t ring true to what is being portrayed. Like the phone company that says they really care about you but when something goes wrong there’s no number on their website to get to speak to them.
So, a brand is as much about what you do, as who you are, and how you do it.
Hero our work
By far the most important role of our new website was to showcase our work, and to help people understand the value of good design. That is makes a tangible difference to our clients businesses. We’re proud of our creative work at Newenglish and want our new website to show both the high-quality and the sheer variety of our design projects. Using engaging page layouts, linked by a visually-intuitive project menu, we allow the user to navigate between our projects quickly and with ease.
We pride ourselves on delivering creative solutions for our clients every ‘touchpoint’, which often means our projects span different design disciplines. Take The Ralph Veterinary Hospital for example. Not only did we create their brand and design their website – we also designed the hospital interior, sourcing furniture, advising on the layout and best use of space, creating large-format wallpapers and delivering an internal wayfinding system. We also designed the external signage on and around the building.
The layout for our new project pages allows us to quickly tell the full story by ‘walking’ the user through this entire body of work, rather than focusing on any particular element.
As with all websites we make, getting the user experience right was key. So we’ve built the site on a simple structure, with visually-intuitive layouts and an easy-to-use navigation – meaning that anybody visiting our site can get to, and ‘hop’ between, the content they want to see, quickly and easily.
The ‘Newenglish perspective’
Another key goal of our new website was to maximise our blog.
Blogs give a great opportunity for story telling in a more personal and informal way. We want to use ours to air the thoughts and opinions of the whole team at Newenglish. We cover a variety of subjects from ‘delving in’ where we provide further insight into our projects and design processes, to ‘ways of seeing’ where we discuss wider issues in the design world and beyond.
We also added two new categories, ’Views from the outside’ where we ask a guest to contribute a post on subject of their choosing (if you’d like to be considered for a guest post please get in touch), and a category called ‘Vintage Newenglish’ where we dive into the archives to shine a light on interesting projects from years gone by (which still look great today!).
We’re hoping you’ll have a read when you grab your morning coffee.
It’s just the beginning…
We’re really proud of our new website and the way it showcases our work and our new brand. We’re already seeing some really positive analytics in regards to site traffic and usability too – but don’t just take our word for it, take a look for yourself and let us know us what you think.
Oh, and watch this space as we add more of our work to the portfolio section!
Love your new website – pleasing to the eye, lots of lovely imagery, positive, creative…just lovely. Well done.Co-Founder, Chairman of the Board & Finance Director | The Ralph
Sign up for our newsletter if you’d like to be kept in the loop. We promise not to bombard you. See below.