Roles
Team
Product Design and Front-End Development
Previous branding on the homepage
The rebrand
The Reed group underwent a complete rebrand in 2021, which meant that the whole Reed.co.uk website needed to reflect the new, modern and bold identity.
The rebrand was executed and delivered by an external brand agency, Dragon Rouge. The internal product design team at Reed.co.uk reviewed the brand guidelines and liaised with the Dragon Rouge design team to then establish a digital design system that could be translated across the web experience.
The main issue we had to confront with translating the brand guidelines into a digital style guide/design system was making sure the fonts and colour palette were accessible for the web.
Development
The whole product design team worked on every element of the new brand for responsive web and our native app. For this phase, the design layout remained the same, where only colours, fonts and graphic treatment styles were updated. I helped make sure the proposed colours were web-safe and would pass the colour accessibility test. With these small updates, I helped with building a design system for the Reed.co.uk website and reskinning all pages on jobseeker and career advice pages.
During this process, I communicated with the front-end development team regularly to review pages in development, ensuring the pages met our standards before going live.
For the rebrand, a graphic treatment style needed to be established so that it could bed used on the website, and on both digital and print advertisements in order to communicate our new brand and style. The graphic style would be something that would change and evolve over time, which would reflect new brand campaigns. I used the brand guidelines to propose a few concepts, before landing on a bold treatment consisting of circles on a solid colour background.
The impact
The new brand has been praised, with positive customer feedback during usability testing, as well as an increase in brand awareness and engagement due to the social and outdoor advertisements.
