Website Redesign for The Rise Journey
Example of the new stock image treatments I designed for The Rise Journey brand.
The Rise Journey wanted to update the visuals and user experience on their website. After a comprehensive research process and 6 rounds of iterative drafting and feedback, we concluded the best way to approach the redesign and updated branding would be a complete overhaul of the visual branding.
I designed unique stock image treatments that would better reflect the company’s voice and mission to celebrate and expand inclusion and diversity initiatives in workplaces.
I updated the company’s official color palette to include warmer tones to make images livelier and create better visual contrast on the website.
The Iterative Process
Step 1 - Experimentation
I started the research process by experimenting with different types of image treatments using the original blue/purple Rise Journey color palette on black and white images. The Rise Journey wanted backgrounds removed from the stock photos and an artistic element added to them. They also wanted to avoid the images feeling too ‘corporate.’ The company branding has originally exclusively used black and white images, so I started by keeping stock images in grayscale.
I focused on using hand-drawn elements and tried out different types of geometric patterning. While most of the early brainstorm images I came up with were unsuccessful, I was learning from my past attempts and working towards better visual solutions.
While these images were ultimately unsuccessful, they represent an important part of the design process: brainstorming. In order to see what works and what doesn’t, you have to iterate and build on that learning.
Step 2 - Progress
I found a pleasing combination of asymmetrical, organic shapes and lines paired with geometric rectangles that worked well together as image backdrops without overwhelming the stock image. The Rise Journey loved this direction!
However, the sharp edges of the black and white images were too sharp and distracting, and the people in the pictures weren’t enough of a focus. I realized the grayscale images were still feeling dull and lifeless. I proposed expanding the official Rise Journey color palette to include warmer colors in order to liven up the images and create better contrast. Working with The Rise Journey, I came up with an expanded color palette that felt fresh but recognizable for the brand, and began designing more options.
Step 3 - Finalization
After 6 rounds of feedback and drafting, I discovered the winning combination for these images. The Rise Journey was extremely happy with the final direction.
Using color and contrast, the stock images used across the website are much more exciting and personalized to The Rise Journey’s brand, a far cry from the plain, ‘corporate’ feel of the old grayscale stock images.
I also introduced a softer gradient edge to the stock photos, making their edges much less distracting.
I focused on choosing stock images to better reflect the makeup of the workplace today, focusing on images with racial, gender, and disability representation. Although The Rise Journey originally wanted to keep the black and white elements of the images, they agreed that the use of color amplified the brand’s mission better to celebrate diversity in the workplace. The expanded color palette I created allows the images to feel lively and dynamic.
Conclusion
The extensive research and drafting process paid off. The updated images and website are much more dynamic, visually exciting, and have refreshed the company branding.
The images work in harmony with the website content and enhance it, creating a much more enjoyable user experience. The images also better represent the company’s mission to represent real world workplaces and celebrate culture and diversity. The website rebrand project helps potential clients connect to The Rise Journey’s mission and messaging quicker and ‘more easily. Visits to the The Rise Journey’s webpages have increased by over 200% since the rebrand launched.
The images are unique and authentic to The Rise Journey brand, who loved the final results.
BEFORE the Redesign
The old services page was hard to navigate, visually monotonous, too text-heavy and had a repetitive structure.
All images on the website were black and white stock photos that felt too “corporate” for the friendly and engaging brand tone of The Rise Journey.
AFTER the Redesign
The new services page is much easier to navigate, with reduced text and alternating section structures.
I designed a new stock image treatment to better reflect The Rise Journey’s mission to expand diversity and celebrate workplace diversity, culture and inclusion.