uSwitch was a collection of loosely connected comparison products - visual disparate and unfocused as a brand. Leading the internal design team, the whole company was instructed through a brand analysis and repositioning - followed by analytical rebranding and rebuilding of the site for visual coherence and technical restructuring.
uSwitch is a disparate collection of comparison services, various visual approaches, tones of voice, technologies and no central coherence
uSwitch needs to reposition, understand its identity as a service and stamp its place in market
uSwitch needs to rebrand, a butchered system of unconnected visual approaches
uSwitch needs to redesign, off the back of a rebrand structure - style guides need to be developed to communicate a unified visual approach across hundreds of pages
uSwitch is without product design structure - create a cross-platform team that unifies design and build
Leading an internal design team (5) in collaboration with The Future Laboratory (agency) to establish uSwitch’s current brand positioning, brand opportunity and brand future
Working with internal marketing and content departments, leading the uSwitch design team through implementation of brand analysis into organic guideline documentation
Unify cross-vertical design and front-end teams to collaboratively create an evolving styleguide
Utilize styleguide approach to precisely segment all pages into component structures - sharing visual rhythm where possible
Align uSwitch to a bold, iconic aesthetic but remain inherently commercially focused.
Internal workshops helped uSwitch to understand where each vertical was pulling in different directions - and where their similarities aligned.
Taking this knowledge and working internally with agencies (The Future Laboratory + Thinking Juice) we were able to outline snapshots of what uswitch stands for and where it should be directed. Outlining this into a brand platform created the frame to hang a new visual direction on.
Initially developing in-depth personas from vast volumes of user data - we could begin to redesign the site with structure and intent. Leading a combined design and front-end unit we systematically moved through product funnels - establishing a living styleguide of component structures - learning and evolving these segments as new demands were met.
The rebrand of uSwitch meant more than a new site layout, it was a new working space - creating an office which breathed the brand values without being stifling and obtuse.