Bringing clarity to a mission-driven brand
A brand refresh and website redesign for Unlearn, focused on clearer storytelling, stronger structure, and a more confident visual presence helping their equity, diversity, and inclusion offerings come through clearly.
ROLES & RESPONSIBILITIES
Designer
Creative strategist
DELIVERABLES
Web design
Brand refresh
PROBLEM
High bounce rates and repeated backtracking pointed to unclear content and structure, while the site’s visual design failed to reflect the brand’s mission and values.
SOLUTION
I led a collaborative UX-driven redesign, restructuring the information architecture, simplifying navigation, and strengthening storytelling — paired with a refreshed visual identity.
STEP 1
Discovery session & analysis
Guiding the team to think about the company’s mission, vision, values, audience, and strategy as well as goals for the website overhaul.
1.
Improve Usability
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Better content organization
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More concise language
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Clearer navigation
2.
Improve Visuals
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Better reflect our values
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Aiming for a minimal and creative design
3.
Improve Performance
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Increased user attention and engagement
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Faster speed
WEBSITE BEFORE
Confusion at the point of entry
Right away the user doesn’t know what exactly the company offers.
Merch is offered on a separate e-commerce site, it shouldn’t be the first thing customers see here.
The language used for the CTA is unclear.
Audience-based navigation created unnecessary friction
Users were forced to self-select an audience path before understanding the offering, despite largely overlapping content.
STEP 2
Product-led navigation for immediate understanding
Navigation was restructured around products and services to surface the offering immediately.
STEP 3
Clarity before polish
Using wireframes to focus on navigation, layout, and content hierarchy early.
STEP 4
Evolving the brand through colour
Exploring multiple directions and introducing a flexible secondary palette while keeping Unlearn’s signature red as the primary brand colour.
STEP 5
Pushing the design further
Through continued iteration, we refined the visual system, solidified the brand refresh, and created a clear foundation for an updated brand guide.
FINAL DESIGN
A clearer, more confident experience
RESULTS
Clarity that performs
Increased time spent on site, indicating stronger engagement.
Decreased bounce rate following the redesign.
Improved usability through clearer navigation and structure.
Refreshed visual system adopted into the updated brand guide.