Improov

Software

Adobe XD

Role

Web Designer

Company

Orfé Design • 2023

I was asked to design a landing page and email newsletter for Improov, an online course platform that teaches various Microsoft softwares. The goal was to create a different look and feel from their usual branding in order to attract a different audience (women in their mid-twenties). I was given two directions to design: one that was more friendly and on the theme of personal growth and empowerment, and another that was more serious, on the theme of academic mastery.

Planning and Design: The challenge was in finding two distinct moodboards for the approaches. After researching competitors and trends in similar fields, I found patterns and colour palettes that felt right for each design theme. Once approved, I started with a basic wireframe for the website and email newsletters before applying the colours and fonts for each style.

Personal growth theme: I noticed that bright colours and fun shapes were trending (and often used for this target demographic), so they felt perfect for this project. Since the Improov logo featured circles within circles, I reused those as my shapes in order to support the brand while exploring this new direction, keeping Improov's brand font for the theme.

Academic mastery theme: For this theme, I chose more serious and sober colours, using a square grid as a graphic device to emulate textbooks and graph paper. I switched to a serif font for the headers to emphasize the scholarly theme.

Challenge and Solution: Although it was at first a bit tricky to convert the dynamic design of the 'personal growth' theme into the limitations of the CMS' simple content blocks, I found a simple workaround by including the "floating" elements as parts of the static images. This illusion allowed elements to still appear to be floating outside of the frame without causing issues with the coding or responsiveness.