Tech Firm Redesign
A comprehensive brand repositioning was executed to align Ardan Labs' visual identity with its core mission. This involved a strategic overhaul of the style guide, messaging, and overall digital presence to clearly communicate their status as an elite technology consultancy.
Company
Lead UX/UI Designer
Ardan labs
UX & Web Design
Role
Date
2022
Overview
Ardan Labs, a powerhouse in high-performance development and training, needed its brand identity to match its cutting-edge technical expertise. The existing brand perception didn't fully capture their innovative spirit, potentially causing them to be overlooked by clients seeking truly forward-thinking technology partners.
The Problem
Engineers need reliable, high-quality training, staffing, and development resources to advance their skills and optimize their teams. However, finding expert-led, practical guidance tailored to real-world engineering challenges can be time-consuming. Without a streamlined way to access these resources, engineers risk spending more time searching than building, which slows down innovation and growth.
Challenges
Inconsistent Brand Experience Across Platforms
The visual identity felt fragmented, making it difficult to establish a cohesive presence across multiple channels.
Unstructured Navigation & Layout
With resources spanning blockchain, Go, Kubernetes, DevOps, staffing, podcasts, training and more, users found it difficult to navigate and locate relevant content.
Information Architecture
Despite the wealth of content, users had trouble finding and exploring the full range of resources available. This can led to missed opportunities for engagement. With the redesign, users should be able to easily find their way around a website
Site Map
Desktop mockup of a redesigned navigation bar with a nested menu structure to improve user flow for training content.
Competitive Landscape
The redesign strategically positions Ardan Labs against competitors. While others focus on broad consulting, Ardan Labs now visually owns the niche of elite, high-performance engineering.
Style Guide
By redefining the brand’s positioning, I introduced a high-tech aesthetic, futuristic color palettes, advanced 3D imagery, and a sleek visual tone aligning with their innovative approach to high-performance development, DevOps, staffing, and training.
Scalable Design for a Growing Ecosystem
These mockups showcase how the refined brand seamlessly adapts across web and social creating a cohesive and engaging experience for engineers at every touchpoint.
Outcome & Impact
The strategic repositioning and visual redesign yielded significant results. The new brand identity now effectively communicates Ardan Labs' expertise, attracting higher-value clients and top-tier talent. The high-tech, futuristic aesthetic has strengthened their market position as elite specialists, leading to increased engagement on their digital platforms and a more unified, confident brand presence in a competitive landscape.
