NATURE GROUP
WEBSITE
Nature Group is a port company that specializes in the clean up of maritime waste in the sea.The company is committed to giving waste, primarily oil, new value by recycling it.
The challenge for Nature Group was to design
a modern and appealing brand identity to help them attract and recruit new employees. The
most difficult part of this challenge was
breaking away from the negative stigma associated
with waste management and repositioning the company as a fresh, modern brand.
Debrief
The process first started with a brief debriefing on the previously completed work. I was informed about what the company is. I reviewed the brand book and all other deliverables that had already been worked out in that corporate identity.
During the research phase, I spoke with the director of the company to identify the underlying problem. According to him, the company has a negative connotation because it cleans up waste in the sea, which resulted in not many employers applying. He wanted to address the problem by creating a completely new branding and positioning.
Research
DESIGN
My contribution to the design was implementing the company’s visual identity into deliverables such as a website boilerplate and designing the mobile version of the website.
The corporate identity of Nature Group was further developed based on what they already had. The green tones represent the sea, as the company also works at sea. These colors can be found throughout the design. We also used many flowing shapes to represent the sea, both in the design and animations.
The entire website uses a consistent navigation structure. All the services that Nature Group offers are shown in the same structure, with images and text following the same layout across all pages. This makes it easier for users to navigate and reduces design friction. I designed this structure with guidance from my supervisor.
RESULT
The design meets the users’ need for a clear and fresh view of Nature Group. In the previous version of the website, the client presented all information in short sentences. In this version, the information is supported by more visual content.
The look and feel of the company has also changed due to its new market positioning, including this website. The goal is to attract more people to apply. Short slogans were created and added to the website.
