While contracted as senior designer at Wolff Olins I personally led the redesign effort for the digital component of the brand refresh of Sage. The UI/UX design approach aimed to bring greater personality, legibility, and accessibility to what was primarily a numbers-driven brand. In a bold and unconventional approach for a bookkeeping products we dialed-into the brand’s use of Green and Black across touch-points, but also balancing these brand moments with a healthy use of white space.
Sage Website Redesign
The UX/UI was complimented by an extensive motion design study that spanned both branding applications as well as digital interactions and transitions across the websites pages. We further incorporated branded elements from the motion-design language to even the smallest viewport screens to keep the experience holistic across all devices.
I worked alongside the motion design team to personally define the motion of the brand, creating prototypes in principle to define the timing and easing of transitions, fades, scaling, and hover states for the UI.
Not all of this made it into the final product as is often the case but we endeavored to push the motion-aspect of the brand into digital and advocated for it. Due to time constraints some of these explorations had to be left on the cutting-room floor, but I’m still proud that the team and client reacted so well to the initial intent that they actively sought to keep some of it intact.
