Having been acquired to fit into a HR services group, Learning Nexus was facing a question of identity. 30 years in the business, but now under a new microscope, it became apparent that there was a disconnect between how they viewed themselves internally and the customer’s experience of the brand.

With plans of growth, LN wanted to modernise and simplify their website to increase conversion rate and leads generated and to become more relevant and accessible to their customers. LN is also a Totara solutions partner and provider which needed to be better communicated to customers to drive organic sales.

Taking on the role of design lead, I was tasked with uplifting the website website. However, after a review revealed significant underlying issues, beyond just structural and functional problems, the site's visuals and messaging lacked any cohesion. This led to a thorough brand audit, which suggested a more comprehensive approach might be necessary.

I had previously done a ‘mini rebrand’ (below) to give a more consistent representation of the brand which I hoped would improve LN’s social media presence and other marketing material. However, we found some limitations with this brand as it was used over a time such as:

• The Logo. The pairing of the rainbow colours of the hexagon with the colour of the text (grey) creates an imbalance to the lock-up as a whole, meaning the logo was invariably used on a navy background, allowing for white text. Also, the shape is too complex when used in smaller instances such as on mobile and print.
• The Graphic Shapes. The hexagon shape lacks adaptability because of the sharpness and awkward edges. When used as a motif on collateral it can create some un-appealing designs.
• The Colours. Despite a collection of multi-colours, the combinations leave little room for creativity in collateral because of accessibility. There became an over-reliance on the navy which leaves any social feed or presentation feel tiresome.

Reviewing the LN site, it was clear it was not fit for purpose. It was confused and convoluted in visuals, messaging and the products/services on offer. A lack of cohesion or direction made it difficult to navigate as a user and understand who LN were, and what they were selling. The basic requirement for this site seemed to be to instigate a call or email without providing key information at this particular juncture. This was putting heavy strain on the sales team which was halting business growth at a key time.

Following the audits, I amalgamated the problems found into 2 core challenges that needed solving:

• A clear and simplified offering which communicates LN being a provider for a customer’s complete digital learning needs as well as bringing Totara solutions to the forefront of sales.
• An alignment of the brand and website with the friendly and personable approach they bring to customers.

I started by interviewing internal stakeholders to understand their perception of the brand and vision for its future. I then conducted competitive analysis to identify the positioning and offering in the market. From my research, I realised an opportunity to differentiate LN as the only place a customer would need to go for all their learning solutions as a Totara provider. At the time, presenting a confusing brand message, it was critical to simplify the customer experience in order to generate more leads. The strategy focused on positioning LN as “a comprehensive digital learning solution built on Totara products. Its small team offer a more personal touch and competitive pricing compared to the saturated market of providers selling jargon-filled, technical solutions at a premium.”

The new logo is simplistic but also highly adaptable and allows for a more cohesive brand feel across all aspects such as with iconography and graphic devices. The simple hexagon shapes is more responsive so reads easier at smaller screen sizes. It also offers more ease when it comes to producing motion designs because of the rounded edges.

Guided by the strategy, I put forward two new design routes. Featured in both is the new logo, simplified to ensure adaptability and scalability. Elevating the brand, I included a new motif which uses the same ‘rounded hexagon’ shape as the logo to represent community, co-operation and longevity. This shape is best used as a photo mask for a strong brand personality but also to give visual interest to blank spaces. There were a few considerations to keep in mind with the brand:

• To distinguish from other Totara competition.
• To consistently meet AA accessibility.
• To give direction to brand usage on all touch-points.
• To create a more cohesive presence on social media.
• To appeal to the target audience while still being true to the brand.

‘Re-invent the rainbow' revitalises the current brand while preserving its core visual themes. The classic rainbow palette gains depth and flexibility with three new blues replacing the primary navy, allowing for a wider range of brand touchpoint applications. Subtle shadows and blurs add depth and a touch of playful energy without sacrificing the clean, accessible design aesthetic.

Vibrant Tech' presents LN in a more abstract and eye-catching way, setting it apart from the competition. Flat illustrations with a 3D feel create a playful yet bold aesthetic, further amplified by the energetic colour palette. Deep purples embody the technological and creative aspects, while pops of yellow add a touch of intellectual energy representing the learning space.

Option 1 was chosen for its approachable tone and softer colour palette, particularly the blues that resonate with the digital learning space. Its wider colour range also offered greater flexibility for brand collateral. Conversely, Option 2 was deemed too far removed from the existing brand identity.

LN needed a website that was simple, intuitive, and clearly explained their Totara product offering. The site should also differentiate LN from competitors and drive user engagement. Sales team insights into customer buying habits informed a new strategy to bundle complementary products and services. Based on research from internal stakeholders and clients, I compiled a prioritised list of website goals:

• Simple and easy to navigate.
• Drive Totara offering.
• Be more consultative.
• Demonstrate previous success including customer retention.
• Increase engagement.

Prioritising simplicity and accessibility, the redesign offers a clean and intuitive user experience. A clear hierarchy and consistent brand elements further enhance usability.

What would I do differently?

• Facilitate clearer communication among stakeholders by implementing a well-defined agenda for meetings and establishing a single point of contact for more streamlined communication to myself.
• Explore the user journey further to improve the site navigation.
• Set clearer timelines for feedback.
• Conduct user testing with a group of trusted clients to gather first-hand feedback.
  
• Establish a page dedicated to the new relationship with the new parent company and LN.