The power of personas
From the beginning, the team at Liquorice was faced with two key questions:
- How can we make the site more appealing and user-friendly for a broader audience without alienating existing users?
- How do we interpret the new brand in this new digital space?
Building for the future
In the spirit of ATSE’s more accessible identity, we took the triangular shape of the new brandmark and the vibrant new colours and imagined how it may filter throughout the site and enhance the user experience. Each page now features a unique colour and a randomly-generated shape—some clever automation has ensured the brand can be expanded in a non-repetitive way, but within the boundaries of the brand's style guidelines. This use of colour also supports the content, making it easier for users to navigate and distinguish different topics and content types.