Clue, previously a website design agency was undergoing significant change across brand and strategy. Serving Perth, Australia for over 25 years, Clue has been the agency contact for digital transformation for decades.
Clue's client list was starting to form both industry and platform trends. A significant number of clients were lifestyle, beauty and fashion eCommerce clients, and interestingly not-for-profit brands. Although the new projects brought on by this client set were exciting, it wasn't reflected in the current Clue brand, website or messaging. My role in this transformation was to reimagine the Clue brand visual identity and re-design the website.
To cater to Clue's existing clients and attract clients within the same industries, Clue needed to pivot their visual and written messaging. When picturing Clue, we wanted prospective clients to understand the wealth of experience we had and that we could create real value for their business.
The existing Clue website was heavily focussed on their capabilities as an agency, and less so on output and results. For this website redesign, we wanted to put a heavier focus on the clients and the value they got out of Clue.
We wanted prospective clients to view our site, and put themselves in our existing clients shoes. We wanted them to be motivated to receive the same results and same business impact - all through working with Clue.
The new site features a case study showcase section above the fold on the homepage. Showing these projects immediately helps us show prospective clients the real world impact Clue creates, giving impactful credibility to the agency. They don't have to read between the lines, or be told directly what Clue does. Instead they are shown the types of projects that are being worked on and their results directly.
Clue's updated branding introduced a new heading font: GT Sectra. This contemporary serif typeface adds some real edge to the brand, creating some points of interest on the page against the vast white space often present. This, in combination with splashes of red across design elements create a sophisticated but exciting experience for users. It's great for other applications outside of the website, allowing designs to edge more towards a corporate feel when appropriate.
An updated design, with across the board website improvements create an experience expected from an agency with 25 years in the game. Now when existing and prospective clients visit Clue, the design more accurately represents the high caliber of work done across design, marketing and development.
The updated brand and website sets up Clue for expected growth in the coming years. This clean, simple design will allow Clue to continue their great work, and adjust their positioning as needed in the future.
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