Responses by Dan Moore, designer/front-end developer, Humaan

Background: Vectr is a new mid-market B2B enterprise IT solutions company. Through a carefully crafted brand style, the site aims to convey the company’s unique point of difference in an already established IT market and how it meets the demand for technology services.

Highlights: From a design perspective, the core focus for us was in presenting visuals that matched Vectr’s personality and how it wanted to be perceived. Since Vectr didn’t want to be seen as “just another IT company,” we were pushed to challenge the company with the digital styling and design concepts that would reflect its uniqueness and value in a traditionally “samey” marketing space.

Challenges: Almost all of Vectr’s competitors play it safe with branding because reliability and security are so critical in IT. But we wanted to create a design that focuses on customer service instead. Users can get reliability anywhere, but only Vectr can offer this level of service and quality on top of that. This was our biggest challenge—creating a look that accomplished all this while working with zero design direction from the outset.

Favorite details: I love that we created a style that relates so well with Vectr’s brand. The horizontal bars featured in the design are a conceptual nod to their logo (the horizontal bars for the “E”). Expanding on this concept throughout the site, we visually communicate that the company’s brand values are inherent in everything.

Navigational structure: Simplicity was key here. As our client plays in an established market, we knew its target audience would be weighing the company against plenty of competition. The easier and smoother we could make the fact-finding experience, the more believable the message that our client commits to providing an easy customer experience.

Time constraints: Time was definitely a factor. With no creative direction upfront, we spent a lot of time creating an initial style that could inspire exploratory discussion with our client. This meant completely revisiting the design process afterwards to produce a look that adequately pushed the boundaries (and that they would love).