Frontify

The Ask

Alongside a new strategic vision & brand refresh, Frontify needed to translate their brand essence — the home for brands — into a noteworthy digital experience. Recent years had seen a large rise in growth, and through understanding the needs of customer’s we created a new website to re-establish Frontify as the foremost brand management platfrom.
I joined the team to lead the digital experience and identity, developing the look, feel, and positioning to reimagine Fronitfy as as a leading brand management platfrom.

Embarked on a deep dive into the new brand and its evolution. Spearheaded the initial discovery phase to delineate our strategy, facilitating workshops with a dual purpose: to glean insights for the website redesign and to gain profound understanding of our clients perspective and Frontify's future positioning. Identified core needs and pain points as foundational pillars for our design approach. Including, Simplification of information, Tell a more effective story, Demonstrate to people what the product does and leverage content to bring activity to site.

As we delved deeper into the challenges and aspirations, generated insights guided a shift towards a user-centred repositioning. It became evident that our digital strategy needed to transcend mere asset management, evolving into a comprehensive brand management service rooted in user empathy. The new brand proposition, "Welcome Everyone," encapsulated our mission to cultivate a nurturing environment for brands to flourish.

Conducted insightful interviews with diverse stakeholders to understand their varied perspectives. Collaboratively devised a new information architecture (IA) that streamlined the proposition, transitioning from multiple products to a unified view with key value features. Developing a simplified and intuitive navigation system that reflected customer needs.

Designed a modular UX structure for pages, ensuring a flexible and scalable framework with a comprehensive design system to hand over. This allowed the business to update incrementally over time to accommodate growth of new functionality, whilst maintaining consistency across the platform.

Home reveals the core areas we solve problems in, focusing on use cases, how companies benefit from them, life at Frontify, and their brand mission around community. Provides a succinct overview with clear signposting to useful actions that showcased their products capabilities in a tangible way.

Moving into a realm of ideation, collaboration, and brand perspective, we embodied this ethos in an "interactive demonstration." This product tour synthesises solutions by application and function, forming a crucial part of our revamped onboarding process. It fosters client engagement, prompting them to share their business needs and setting the stage for subsequent sales reviews.

Next: Cazoo