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.
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.
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.
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.
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.
