Brand and Web Design
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2022 - 2025
Creative Direction by Eva Brandstötter-Reilly; Strategic Direction by Katie Hatfield, Brandsisters.
UNIFI® is a global textile company specializing in sustainable synthetic textiles and fiber science. As a long-recognized leader in recycled and performance yarn, we worked with UNIFI to continuously bring design thinking and brand strategy across materials and systems. In addition to bring simplicity to complex information systems, the visual and written updates elevate the brand to better represent the global powerhouse they are.
Their logo was well-recognized and working quite hard for them. Additionally, its usage was wide spread across materials and a major relaunch wouldn't have made financial or strategic sense. With those considerations in mind, the original form presents some opportunities to update it slightly and smooth out a few details in the forms themselves. We also brightened up their primary blue, helping it better translate between materials with a white or dark background. The result is a subtle difference (old materials don't feel "wrong") with an improved digital-era update.
As a leader in sustainable solutions, it was important to look into sustainable processes and best practices throughout the design process. Learning from Tom Greenwood's book Sustainable Web Design and other online communities, we made eco-friendlier decisions whenever possible throughout the web design process. Changes included prioritizing a dark background, opting for a smaller-file-sized variable font, and including a mechanism to turn off video and images.
Working closely with the UNIF team, we developed a card system to live on their website and in one-pager sales materials. Prior to this work, information about their capabilities and performance technologies wasn't consistent across materials. We worked together to identify and collect the key product information that every product needed to have and to have organized. The result is an easy-to-maintain system, that now functions as their internal and external single source of truth.
As a critical final step in the design process, a comprehensive style guide was built. It addition to the typical colors and fonts, this iteration included a wide range of examples, showcasing the versatility of their updated brand. The visual system was designed to support their internal team with always-on-brand flexibility.
