Rapidly Visualizing a Future-State Website to Drive a Rebranding Initiative

ERCO, a leader in chemical manufacturing, was undergoing a branding and marketing overhaul led by Imaginis. To support this transformation, Imaginis needed a rapid visualization of the possible future state of ERCO's website.

The goal was to:

• Demonstrate how the new brand could translate into a modern, user-friendly digital presence.
• Rapidly design key screens with minimal specifications to support stakeholder buy-in and move design concepts forward.

1. Rapid Prototyping from Abstract Concepts
   
   1. Working from minimal specifications, I translated the new brand's abstract guidelines into concrete design concepts. I designed a series of key screens focusing on clean layouts, bold typography, and streamlined navigation to reflect professionalism and innovation.
2. ‍Iterative Collaboration
   
   1. I worked in a tight, iterative loop with the Imaginis agency. This allowed me to quickly refine the design concepts based on their feedback, ensuring the visual prototypes remained aligned with the broader branding strategy while meeting very tight deadlines.

• Stakeholder Alignment: The prototypes successfully showcased how the new brand could come to life digitally, helping stakeholders visualize the future state of ERCO's website.
• Practical Implementation: Elements of the early prototypes made it into the final site, demonstrating their effectiveness in influencing the redesign.
• Efficient Execution: Delivered polished designs rapidly, proving the ability to work with minimal specifications and tight deadlines.

This project highlighted the strategic value of rapid visualization. When a client is undergoing a significant rebrand, abstract concepts can be a roadblock. By quickly creating tangible, high-fidelity mockups, I was able to bridge the gap between brand theory and digital execution, enabling the agency to secure stakeholder alignment and move the entire project forward with confidence.