client & task
London & remote
Founded in London by a stellar team of tier 1 headhunters, Caspar Alexander provides specialist mid-tier search services to companies starting up, developing through rounds of funding, or undergoing strategic change.
To create the logo and brand identity
To create a site structure that meets the client's requirements
To create UI that has a high end yet diverse look & feel
We began by designing Caspar Alexander's new logo & some light branding work. Then working closely with the founder who had a very clear vision of the website requirements and the developer we created wireframes to indicate the flow and hierarchy of the one-pager site. I researched what competitors are doing and best practises. We then repeated the process for the mobile designs, as the focus was 50/50 for both mobile and desktop. One these were approved we moved on onto the UI phase. We applied and evolved the new branding to the designs. After a few rounds of client feedback, these were approved and a light digital brand style guide was created.
Step 1 - Logo & branding
We started by defining five key words for the brand and understanding where in the market they intended to sit, who their customers/clients are intended to be. This was an inspiration to start creating logo options. The founder had colours in mind for the pallet which we built upon and evolved. We had two rounds of logo ideas and meetings to go through each option, and eventually fused ideas together to create the current logo.
Step 2 - Wireframing
The next stage was to create wireframes for the site for both mobile and desktop. We ensured we got the focus of the hierarchy right, prioritising the user's needs.
Step 3 - UI designs
The next stage was to create UI designs from the wireframes and to apply the new branding. We explored different photography styles and agreed on a diverse collection of race and men and women.
Step 4 - style guide
To inform the client and any potential new designers of developers that may join the team about the brand, I put together a digital style guide for the newly created brand.