2022
None
UX/UI Design
UX/UI Designer, UX Resarcher
Peregrine was birthed by the founders of PSG Digital aimed to bring the future of asset management to blockchain technologies.
With an incredible strategic team of specialist in both traditional fund platforms and block chain technologies, the foundation of Peregrine is very strong. However the previous brand identity mirrored a previous partnership with an SaaS provider. The problem I was tasked to solve was to develop a new brand identity for Peregrine Digital.
Our solution is to uncover the ethos of Peregrine, developing both the visual and verbal messaging we would like to illustrate to the world, and develop a brand identity that is standalone but fits nicely with the current branding of PSG, the parent organization. These first steps will be to develop new brand colors and revamped logo, followed by a redesign of the marketing site.
UX research, Logo Design, UI Design & Product Design
Before beginning the process of designing logos, color palettes, and eventually a new marketing site, I needed to embark on the Discovery phase of this project. My first initial steps of discovery required me to immerse myself into the ethos of Peregrine. With deep research into the field of blockchain technologies as well as other financial service companies in the space that Peregrine occupied, coupled with close collaboration with the team at Peregrine we were able to unearth the core story, values and mission we wanted to showcase to the world.
Audit of Current Branding and Strategy
Stakeholder Interviews
Identifying Key Business Objectives & Core Business Tenants
Identifying Pain-Points
Through several stakeholder interviews and continuous group conversations with the leadership team, these were the most commonly use words to describe the vision of a newly branded Peregrine Digital. After identifying these terms we could now start setting up our goal post for the new direction of brand identity.
Competitive analysis was conducted to identify competitor's strengths and weaknesses in branding, logo design and user experience when visiting their sites. Below are images of the companies that I focused on when doing my analysis.
As predicted heavy use of geometric shapes in logos.
Heavy use of blue in traditional finance branding, indicating trustworthiness and openness.
Minimalistic design both in logos and user interface on websites
In web3 companies the emerging use of purple tones, gradients, and overall much more liberal usage of different colors and breaking of traditional design principles
Overlapping shapes in logo design, particularly in Web3.
San Serif font is the dominant choice for logotype.
After conducting stakeholder interviews, all the participants responses were synthesized to identity themes, opportunities, and features that I could focus on to further improve the user experience of their site. As well as design direction for logo concepts, brand colors and aesthetic for redesigned marketing site.
Upon synthesizing all my findings from the discovery phase as well continuous collaboration with my client, we had a clear direction on who our target audience was and the messaging we wanted to send to our audience.
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To kick-off the design process, quick sketches helped me get ideas on paper to establish which elements were necessary for each screen. A low fidelity prototype was then created for initial user testing.
The goal of the marketing site is to effectively be informative for both of our targeted audiences, as well as anyone visiting the site. The user flow was designed with that in mind, a simple and effective flow for all visitors on the site.
The concept for the marketing site is stemmed in simplicity and effectiveness. Keeping in mind both personas when ideating on versions of sitemaps I came up with the idea of having a simple flowing site primarily using one page and utilizing anchor links in-order for users to navigate effectively.
Giving the direction we wanted to head our design towards I came up with three final logo design concepts that all had a subtle hint of a Peregrine Falcon in the design while maintaining a professional simplicity that was key to the identity we wanted to craft. In tangent to the logo concepts I created a brand color palette that represented the core tenants of the company as well as a tipping of the hat to the Peregrine Falcon.
With continuous collaboration with the team at Peregrine, a newly
re-designed marketing site was built with the newly crafted logo and brand colors to be showcased.
Final logo lock up was chosen, in addition to the lockup, a favicon, Logotype and Icon were produced and delivered.
A primarily singular page with all the sites content in conjunction with animations and smooth transitions. The top nav is linked to anchor points for different sections of the sites for easy and effortless navigation.
A fully responsive site, maintaining the same experience on desktop screens as on mobile and tablet.
Logo Design
Brand Color Palette
Marketing Website
Design System
Brand Identity
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