Alan Long
Alan Long

What opportunities does a ground up rebrand present for a multinational civil engineering firm?

In 2023 SNC-Lavalin contracted Interbrand for a ground up rebrand. Jonny Buck (Product manager), Lisa Pink (Project manager) and I (UX/UI designer) were tasked with exploring the opportunities the new brand, AtkinsRéalis, had with it's new web presence.

For context on the 2023 rebrand, see Interbrand's case study.

High fidelity visual identity exploration

We collaborated closely with strategists and CX experts from the wider Interbrand team, looking for innovative ways to express the tenets that underpin the new identity. We ran a number of design sprints followed by user testing focused on communicating these tenets to site visitors.

These tenets included a global perspective, inclusivity, diversity and raising the bar for quality. We also explored how to visually communicate the tone of the brand. Our testing was not only useful for digital touchpoints, it allowed the brand designers considering other mediums to see how aspects of the visual identity and brand collateral performed.

A varient of search used for testing – Spotlights search on the homepage
A varient of search used for testing – Embeds search into the navigation
A varient of search used for testing – Highlights the international nature of business

Interbrand contracted NaN to develop custom typefaces for the brand. We worked with them to test the accessibility of the these in real world scenarios and developed a set of guidelines for their use.

Learn more about the typeface

We also did a deep dive on accessibility in general. Whilst users responded well to certain elements, overall we found the lowest friction approach to perform best and the key accessibility considerations could be handled in the implementation and engineering of the site.

A site settings concept – language and accessibilty communicate the international and inclusive nature of the company
A site settings concept – explored incorporating brand message
A site settings concept – testing if adding a person communicating to the user was preferable to users

Due to project deadlines a decision was made to simply reskin the existing site for the brand launch. AtkinsRéalis expressed interest in incorporating our findings into future site development.

Range of low fidelity wireframes
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