Silk Studio Reimagined
Silk Studio Reimagined
Silk Studio Reimagined
Silk Studio Reimagined
Silk Studio Reimagined
Navigating Challenges, Bridging Perceptions, and Crafting a Distinct Digital Identity for a Creative Consultancy
Navigating Challenges, Bridging Perceptions, and Crafting a Distinct Digital Identity for a Creative Consultancy
Navigating Challenges, Bridging Perceptions, and Crafting a Distinct Digital Identity for a Creative Consultancy
Navigating Challenges, Bridging Perceptions, and Crafting a Distinct Digital Identity for a Creative Consultancy
Navigating Challenges, Bridging Perceptions, and Crafting a Distinct Digital Identity for a Creative Consultancy
Overview
Silk Studio, founded by Luca Knegtering in 2020, aimed to position itself as a high-end talent management and creative business consultancy. However, despite the growing market in influencer marketing, Silk Studio faced challenges in effectively communicating its brand identity and services through its website.
This project holds special significance as it served as my graduation project for me, marking the culmination of academic learning and the initiation into the world of digital design. It provided a unique opportunity to apply theoretical knowledge in a real-world scenario, fostering a deep appreciation for the intricacies of strategic brand establishment in the digital landscape.
Challenge
Silk Studio's website failed to convey a clear brand image, leading to misconceptions about its identity. The challenges included a lack of clarity in brand communication, weak internal branding, and a perception mismatch between external and internal stakeholders.
Approach
Initial Analysis
In the early stages, Silk Studio's growth had stagnated, despite the surge in influencer marketing during the global pandemic. The root cause became apparent through a comprehensive user test conducted with a web designer and an influencer. The tests revealed a significant disparity between Silk Studio's intended brand identity and how it was perceived by the audience. Despite existing visual elements, the communication effort failed to convince users of the brand's legitimacy. Information flow on all pages was weak, leading to inadequate communication of the business.
Internal Perception Misalignment
Internal stakeholders, as revealed through interviews and surveys, showed a deeper layer of brand communication challenges. The CEO struggled to succinctly explain the essence of the brand during a test, and employee surveys indicated a lack of strong internal branding. This misalignment in internal perceptions contributed to the website's failure in effectively communicating the company and its premises.
Problem Statement
The identified challenges coalesced into a concrete problem statement: To establish a brand position, Silk fundamentally needs to build a clear brand image. However, it is missing the core understanding of its very own brand identity.
Research findings from questionnaires and brand fundamental workshops indicated that Silk had developed a perception as a talent management agency among its audience but had not successfully positioned itself as a creative consultancy.
Research Question: "How might we strategically establish a brand image for Silk Studio that builds upon its existing identity?"
Role
As the consultant and web designer/UX/UI designer for this project:
Led the analysis of Silk Studio's challenges and formulated the problem statement.
Facilitated the brand fundamental workshop to align internal perceptions.
Conducted user tests and surveys to gather insights for website redesign.
Created wireframes and prototypes, incorporating iterative feedback.
Utilized Adobe Illustrator and Marvel for the design process.
Played a key role in the selection of Wix as the website building platform.
Collaborated with external experts, including Fedora and Funnell, during testing phases.
Presented the final prototype, encompassing visual identity and user experience improvements.
Contributed to the strategic recommendations for further development.
Overview
Silk Studio, founded by Luca Knegtering in 2020, aimed to position itself as a high-end talent management and creative business consultancy. However, despite the growing market in influencer marketing, Silk Studio faced challenges in effectively communicating its brand identity and services through its website.
This project holds special significance as it served as my graduation project for me, marking the culmination of academic learning and the initiation into the world of digital design. It provided a unique opportunity to apply theoretical knowledge in a real-world scenario, fostering a deep appreciation for the intricacies of strategic brand establishment in the digital landscape.
Challenge
Silk Studio's website failed to convey a clear brand image, leading to misconceptions about its identity. The challenges included a lack of clarity in brand communication, weak internal branding, and a perception mismatch between external and internal stakeholders.
Approach
Initial Analysis
In the early stages, Silk Studio's growth had stagnated, despite the surge in influencer marketing during the global pandemic. The root cause became apparent through a comprehensive user test conducted with a web designer and an influencer. The tests revealed a significant disparity between Silk Studio's intended brand identity and how it was perceived by the audience. Despite existing visual elements, the communication effort failed to convince users of the brand's legitimacy. Information flow on all pages was weak, leading to inadequate communication of the business.
Internal Perception Misalignment
Internal stakeholders, as revealed through interviews and surveys, showed a deeper layer of brand communication challenges. The CEO struggled to succinctly explain the essence of the brand during a test, and employee surveys indicated a lack of strong internal branding. This misalignment in internal perceptions contributed to the website's failure in effectively communicating the company and its premises.
Problem Statement
The identified challenges coalesced into a concrete problem statement: To establish a brand position, Silk fundamentally needs to build a clear brand image. However, it is missing the core understanding of its very own brand identity.
Research findings from questionnaires and brand fundamental workshops indicated that Silk had developed a perception as a talent management agency among its audience but had not successfully positioned itself as a creative consultancy.
Research Question: "How might we strategically establish a brand image for Silk Studio that builds upon its existing identity?"
Role
As the consultant and web designer/UX/UI designer for this project:
Led the analysis of Silk Studio's challenges and formulated the problem statement.
Facilitated the brand fundamental workshop to align internal perceptions.
Conducted user tests and surveys to gather insights for website redesign.
Created wireframes and prototypes, incorporating iterative feedback.
Utilized Adobe Illustrator and Marvel for the design process.
Played a key role in the selection of Wix as the website building platform.
Collaborated with external experts, including Fedora and Funnell, during testing phases.
Presented the final prototype, encompassing visual identity and user experience improvements.
Contributed to the strategic recommendations for further development.
Overview
Silk Studio, founded by Luca Knegtering in 2020, aimed to position itself as a high-end talent management and creative business consultancy. However, despite the growing market in influencer marketing, Silk Studio faced challenges in effectively communicating its brand identity and services through its website.
This project holds special significance as it served as my graduation project for me, marking the culmination of academic learning and the initiation into the world of digital design. It provided a unique opportunity to apply theoretical knowledge in a real-world scenario, fostering a deep appreciation for the intricacies of strategic brand establishment in the digital landscape.
Challenge
Silk Studio's website failed to convey a clear brand image, leading to misconceptions about its identity. The challenges included a lack of clarity in brand communication, weak internal branding, and a perception mismatch between external and internal stakeholders.
Approach
Initial Analysis
In the early stages, Silk Studio's growth had stagnated, despite the surge in influencer marketing during the global pandemic. The root cause became apparent through a comprehensive user test conducted with a web designer and an influencer. The tests revealed a significant disparity between Silk Studio's intended brand identity and how it was perceived by the audience. Despite existing visual elements, the communication effort failed to convince users of the brand's legitimacy. Information flow on all pages was weak, leading to inadequate communication of the business.
Internal Perception Misalignment
Internal stakeholders, as revealed through interviews and surveys, showed a deeper layer of brand communication challenges. The CEO struggled to succinctly explain the essence of the brand during a test, and employee surveys indicated a lack of strong internal branding. This misalignment in internal perceptions contributed to the website's failure in effectively communicating the company and its premises.
Problem Statement
The identified challenges coalesced into a concrete problem statement: To establish a brand position, Silk fundamentally needs to build a clear brand image. However, it is missing the core understanding of its very own brand identity.
Research findings from questionnaires and brand fundamental workshops indicated that Silk had developed a perception as a talent management agency among its audience but had not successfully positioned itself as a creative consultancy.
Research Question: "How might we strategically establish a brand image for Silk Studio that builds upon its existing identity?"
Role
As the consultant and web designer/UX/UI designer for this project:
Led the analysis of Silk Studio's challenges and formulated the problem statement.
Facilitated the brand fundamental workshop to align internal perceptions.
Conducted user tests and surveys to gather insights for website redesign.
Created wireframes and prototypes, incorporating iterative feedback.
Utilized Adobe Illustrator and Marvel for the design process.
Played a key role in the selection of Wix as the website building platform.
Collaborated with external experts, including Fedora and Funnell, during testing phases.
Presented the final prototype, encompassing visual identity and user experience improvements.
Contributed to the strategic recommendations for further development.
Design process
The design process involved iterative testing and refinement to ensure effective brand communication. Key phases included:
Preparatory Round
Brand Fundamental Workshop:
A 3.5-hour workshop for both founders and employees to align internal perceptions and establish a common language.
Expert User Tests:
In-depth user testing sessions with external experts (Fedora, Funnell, Bell) to identify pain points in the current website.
Round 1
Creation of Wireframe Designs:
Initial wireframes presented in Adobe Illustrator to visualize possible visual directions.
User Testing with Fedora and Bell:
Evaluation of proposed concepts and wireframes to gather expert insights.
Round 2
Development of Complete Web Wireframe:
A comprehensive web wireframe incorporating feedback from previous rounds.
User Testing with Fedora and Funnell:
Simulation of website experience using Marvel to assess overall user experience.
Round 3
Final Website Creation:
Building the final website using Wix as the chosen platform.
Expert Tests with Funnell and Fedora:
Final evaluations of the website's visual identity, user experience, and overall design.
Conclusion and Recommendation
Finalization of Prototype:
The prototype was presented as the recommended solution.
Recommendations for Further Development:
Suggested the development of both web and mobile versions.
Recommended continued strategic positioning efforts based on established brand fundamentals.
Design tool
The design process primarily utilized Adobe Illustrator for wireframing and Marvel for web prototyping. The final website was built using Wix due to its user-friendliness and suitability for both desktop and mobile versions.
Key design decision
Strategic decisions were made to address specific challenges identified in the initial analysis. Key design decisions included:
Who We Are Page: Introduced to showcase Silk's personality and promises.
Service Extension: STUDIO+CREATIVE and STUDIO+TALENT : Highlighted to address the perception gap between talent management and creative consultancy.
Navigation Tool : Implemented for personalized user experiences and to guide visitors to the correct service pages.
Case Study Page : Added to establish credibility by showcasing proof of work.
Deletion of Partner Page : Removed to address credibility concerns and focus on Silk's own achievements.
Design process
The design process involved iterative testing and refinement to ensure effective brand communication. Key phases included:
Preparatory Round
Brand Fundamental Workshop:
A 3.5-hour workshop for both founders and employees to align internal perceptions and establish a common language.
Expert User Tests:
In-depth user testing sessions with external experts (Fedora, Funnell, Bell) to identify pain points in the current website.
Round 1
Creation of Wireframe Designs:
Initial wireframes presented in Adobe Illustrator to visualize possible visual directions.
User Testing with Fedora and Bell:
Evaluation of proposed concepts and wireframes to gather expert insights.
Round 2
Development of Complete Web Wireframe:
A comprehensive web wireframe incorporating feedback from previous rounds.
User Testing with Fedora and Funnell:
Simulation of website experience using Marvel to assess overall user experience.
Round 3
Final Website Creation:
Building the final website using Wix as the chosen platform.
Expert Tests with Funnell and Fedora:
Final evaluations of the website's visual identity, user experience, and overall design.
Conclusion and Recommendation
Finalization of Prototype:
The prototype was presented as the recommended solution.
Recommendations for Further Development:
Suggested the development of both web and mobile versions.
Recommended continued strategic positioning efforts based on established brand fundamentals.
Design tool
The design process primarily utilized Adobe Illustrator for wireframing and Marvel for web prototyping. The final website was built using Wix due to its user-friendliness and suitability for both desktop and mobile versions.
Key design decision
Strategic decisions were made to address specific challenges identified in the initial analysis. Key design decisions included:
Who We Are Page: Introduced to showcase Silk's personality and promises.
Service Extension: STUDIO+CREATIVE and STUDIO+TALENT : Highlighted to address the perception gap between talent management and creative consultancy.
Navigation Tool : Implemented for personalized user experiences and to guide visitors to the correct service pages.
Case Study Page : Added to establish credibility by showcasing proof of work.
Deletion of Partner Page : Removed to address credibility concerns and focus on Silk's own achievements.
Design process
The design process involved iterative testing and refinement to ensure effective brand communication. Key phases included:
Preparatory Round
Brand Fundamental Workshop:
A 3.5-hour workshop for both founders and employees to align internal perceptions and establish a common language.
Expert User Tests:
In-depth user testing sessions with external experts (Fedora, Funnell, Bell) to identify pain points in the current website.
Round 1
Creation of Wireframe Designs:
Initial wireframes presented in Adobe Illustrator to visualize possible visual directions.
User Testing with Fedora and Bell:
Evaluation of proposed concepts and wireframes to gather expert insights.
Round 2
Development of Complete Web Wireframe:
A comprehensive web wireframe incorporating feedback from previous rounds.
User Testing with Fedora and Funnell:
Simulation of website experience using Marvel to assess overall user experience.
Round 3
Final Website Creation:
Building the final website using Wix as the chosen platform.
Expert Tests with Funnell and Fedora:
Final evaluations of the website's visual identity, user experience, and overall design.
Conclusion and Recommendation
Finalization of Prototype:
The prototype was presented as the recommended solution.
Recommendations for Further Development:
Suggested the development of both web and mobile versions.
Recommended continued strategic positioning efforts based on established brand fundamentals.
Design tool
The design process primarily utilized Adobe Illustrator for wireframing and Marvel for web prototyping. The final website was built using Wix due to its user-friendliness and suitability for both desktop and mobile versions.
Key design decision
Strategic decisions were made to address specific challenges identified in the initial analysis. Key design decisions included:
Who We Are Page: Introduced to showcase Silk's personality and promises.
Service Extension: STUDIO+CREATIVE and STUDIO+TALENT : Highlighted to address the perception gap between talent management and creative consultancy.
Navigation Tool : Implemented for personalized user experiences and to guide visitors to the correct service pages.
Case Study Page : Added to establish credibility by showcasing proof of work.
Deletion of Partner Page : Removed to address credibility concerns and focus on Silk's own achievements.
Result
The final solution demonstrated positive results in terms of brand communication and user perception. Key outcomes included:
Improved Perception
85% of respondents identified Silk Studio as both talent management and creative consultancy.
Positive User Experience
72% satisfaction with visual and graphic direction.
56% rated user experience 5/5.
Enhanced Information Flow
76% rated information flow 5/5.
Increased Intent to Use Services
72% expressed the intent to use Silk's services after viewing the redesigned website.
Key learning
The design process provided valuable insights and learnings for future strategic branding efforts. Key learnings included:
Importance of Clear Communication
Effective communication of brand identity is crucial for building trust and credibility.
User-Centric Design
Personalized experiences and clear navigation contribute to positive user perceptions.
ZCredibility through Case Studies
Showcasing real projects and case studies enhances a brand's credibility.
Conclusion
The strategic efforts to establish a clear brand image for Silk Studio proved successful through a systematic design process. The final prototype, encompassing visual identity, information flow, and user experience improvements, serves as a strong foundation for Silk Studio's enhanced positioning in the competitive market. Further recommendations include the development of both web and mobile versions and continued strategic positioning efforts based on the established brand fundamentals.A
Result
The final solution demonstrated positive results in terms of brand communication and user perception. Key outcomes included:
Improved Perception
85% of respondents identified Silk Studio as both talent management and creative consultancy.
Positive User Experience
72% satisfaction with visual and graphic direction.
56% rated user experience 5/5.
Enhanced Information Flow
76% rated information flow 5/5.
Increased Intent to Use Services
72% expressed the intent to use Silk's services after viewing the redesigned website.
Key learning
The design process provided valuable insights and learnings for future strategic branding efforts. Key learnings included:
Importance of Clear Communication
Effective communication of brand identity is crucial for building trust and credibility.
User-Centric Design
Personalized experiences and clear navigation contribute to positive user perceptions.
ZCredibility through Case Studies
Showcasing real projects and case studies enhances a brand's credibility.
Conclusion
The strategic efforts to establish a clear brand image for Silk Studio proved successful through a systematic design process. The final prototype, encompassing visual identity, information flow, and user experience improvements, serves as a strong foundation for Silk Studio's enhanced positioning in the competitive market. Further recommendations include the development of both web and mobile versions and continued strategic positioning efforts based on the established brand fundamentals.A
Result
The final solution demonstrated positive results in terms of brand communication and user perception. Key outcomes included:
Improved Perception
85% of respondents identified Silk Studio as both talent management and creative consultancy.
Positive User Experience
72% satisfaction with visual and graphic direction.
56% rated user experience 5/5.
Enhanced Information Flow
76% rated information flow 5/5.
Increased Intent to Use Services
72% expressed the intent to use Silk's services after viewing the redesigned website.
Key learning
The design process provided valuable insights and learnings for future strategic branding efforts. Key learnings included:
Importance of Clear Communication
Effective communication of brand identity is crucial for building trust and credibility.
User-Centric Design
Personalized experiences and clear navigation contribute to positive user perceptions.
ZCredibility through Case Studies
Showcasing real projects and case studies enhances a brand's credibility.
Conclusion
The strategic efforts to establish a clear brand image for Silk Studio proved successful through a systematic design process. The final prototype, encompassing visual identity, information flow, and user experience improvements, serves as a strong foundation for Silk Studio's enhanced positioning in the competitive market. Further recommendations include the development of both web and mobile versions and continued strategic positioning efforts based on the established brand fundamentals.A
Credits
Luca Knegtering (CEO and Founder)
Provided insights into the company's goals and aspirations.
Participated in the brand fundamental workshop.
Internal Stakeholders
Engaged in the brand fundamental workshop to align internal perceptions.
Provided valuable input during the testing and iteration phases.
External Experts
Fedora : Participated in user tests, offering insights into web development.
Funnell : Contributed expertise in graphic design and branding.
Bell : Provided insights into web design and branding
Credits
Luca Knegtering (CEO and Founder)
Provided insights into the company's goals and aspirations.
Participated in the brand fundamental workshop.
Internal Stakeholders
Engaged in the brand fundamental workshop to align internal perceptions.
Provided valuable input during the testing and iteration phases.
External Experts
Fedora : Participated in user tests, offering insights into web development.
Funnell : Contributed expertise in graphic design and branding.
Bell : Provided insights into web design and branding
Credits
Luca Knegtering (CEO and Founder)
Provided insights into the company's goals and aspirations.
Participated in the brand fundamental workshop.
Internal Stakeholders
Engaged in the brand fundamental workshop to align internal perceptions.
Provided valuable input during the testing and iteration phases.
External Experts
Fedora : Participated in user tests, offering insights into web development.
Funnell : Contributed expertise in graphic design and branding.
Bell : Provided insights into web design and branding
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