At Habanero, GO is a separate offering to the consulting and UX work that they offer, but what the company wanted, was for it to feel like a cohesive part of their offerings and to get more traction. As a design team, we helped Identify this want and began to work on it.

We brought the marketing heads, product managers and design team together to form a consensus on what wasn’t performing right, and what needed some attention visually. We conducted a “jobs to be done” exercise by breaking up the site into panels. This allowed us to pair down and establish a focus for every section of the site early on, streamlining the design process and allowing the design to originate from a place of purpose and thoughtfulness.

We started working on a lighter, more modern visual treatment for the GO brand, we took inspiration from the round shape of the GO logo and decided to emphasize the blue and de-emphasize the dark grey throughout the design. Proxima Nova, one of the brand typefaces for Habanero was borrowed to tie the two brands together. Bringing in people-focused photography, and the red habanero logo further reinforced this relationship.