Handcrafting icons for a tech company

smartShift is the world’s leading provider of Intelligent Automation for SAP transformations. Trusted by global brands to drive innovation, smartShift Intelligent Automation helps customers accelerate the transformation of their SAP systems to next-generation cloud computing environments. However, all these technical details did not translate well into their website, which looked dated, cluttered, and incomprehensible due to inconsistent messaging. 
smartShift approached Mellow to redesign the existing website to look modern, minimal, and efficient while still positioning itself as the pioneer in its domain. We commenced the design process with an audit to assess gaps that caused friction in the UX. It was followed by brand positioning and narrative exercise to formulate a strategy addressing these gaps. We also devised a guiding vision to regulate the revamp going forward. 

Brand Strategy
Brand Messaging
UX + Visual Design

The narrative was rethought to elaborate the shift in the paradigm of positioning smartShift as an emerging technology partner. The primary focus of the design system was delineating a visual identity and brand communication consistent with the core branding but, at the same time, current and contemporary. However, the biggest challenge was to retain the existing brand guidelines and build on top of that.

We also ensured the website was responsive across all devices for a seamless transition. The end result was a modern website that was worthy of a leading IT company.

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