When Infogain acquired Revel, they didn’t have any design ethos—they were a global engineering company that focused on highly efficient platform delivery, and had been wildly successful at it. However, Revel and our design team brought a new, human-centered touch, and when it came time to redesign our new parent company’s digital presence, the team worked hard to integrate our humanistic principles with Infogain’s digital innovation.
Our redesign generated 15% higher user retention and 12% in more job applications (a key metric for the client) by creating a future-facing, dynamic site for Infogain's new era.
Date
March-July 2021
Agency
Revel
Team
James Watson, Creative Director
Michael McIvor, Creative Director
Jill Hayner, Project Manager
John Gaines, Copywriter
Visual Concepts
I helped set the tone for this project, as an integral part of the initial group of design exploration. We came to the stakeholders with a few options, and I pushed forward a particular aesthetic that focused on full-screen card takeovers, darker gradient backgrounds, and bright highlights that emphasized the accelerating energy of the company. I also helped create primary diamond graphic patterns that were extended across the site to express multifaceted platform information inherent in the company’s work.
Art Direction
After the new design was implemented and deployed, our parent company continuously added to the site while they incorporated new verticals and acquire new products and companies. The scalability of our design allowed for plenty of flexibility, and I have continued to advise and edit as new pages have been added. Beyond the site, this art direction, especially around the imagery and bright, energetic aesthetics, has been carried out into our internal marketing and communication efforts.
Takeaways
This project occurred during a time of tremendous growth and change within the agency, and our team weathered the storm by focusing on what we could impact: the voice and visual tone of our parent brand. I was able to help at various stages of the project and continue to support on art direction moving forward.