AS Electrical Services, is looking to elevate their existing logo into a cohesive brand identity and develop a fully optimized website to increase the business’s discoverability and enhance user experience.
Client: Alex Symonds, AS Electrical Services
Scope: Digital Design, Branding
Outcome: Expanded brand identity based on the current logo and a fully redesigned website with improved flow, branding, and SEO. Deliverables include a brand identity kit with fonts and color codes, and a functional, optimized website with secure migration and DNS redirection.
Critical Focus: Maintain brand consistency by aligning new assets with the existing logo and competitor analysis. Design a fully optimized website with essential features: fast loading speeds, SEO, secure backups, CTAs, inbuilt forms, testimonials, customized plugins, and a detailed policy page. Ensure a seamless website migration with minimal disruptions.
Brand Identity Development:
Website Design and Development:
Website Migration:
Accessibility and Security:
Alex expressed concerns about overusing black, as it felt too on-the-nose for his tagline, “Lost in the dark, call us today.” To address this, I incorporated a deep blue as a bold accent, complementing his logo while softening the visual tone.
During consultations, we reviewed competitors’ websites to identify Alex’s preferences, dislikes, and inspirations, ensuring the design aligned with his vision. As the original website was built on Google Workspace, we decided transitioning to WordPress provided greater flexibility and functionality for Alex’s needs. To avoid disrupting the existing website, I worked on the new design separately and planned the DNS transfer closer to completion.
Given the nature of the electrical services website, it was crucial to prominently display Alex’s Electrical Contractor License, Australian Refrigeration Council number, and Australian Business Number. Additionally, the Master Electricians Australia (MEA) member logo was included as a mark of accreditation. To ensure proper usage, I contacted MEA to obtain their official logo files and branding kit.
At the start of the project, the original font files for the logo were missing. While I couldn’t find an exact match for the mixed-case font used in “electrical services,” this turned into an advantage as Alex preferred a similar typeface in standard case. I sourced a comparable font for the subheading via Google Fonts and paired it with Poppins Light, chosen for its rounded lettering that complements the header font, Evolenta Bold. To ensure design consistency moving forward, I included a section in the brand identity overview comparing the original and replicated fonts, providing clarity for future designers.
The final layouts prioritized responsiveness and user experience, ensuring the website met client expectations with professional and visually appealing designs. The original “Get a Quote” page, which featured a lengthy and overwhelming Google Forms questionnaire, was replaced with a streamlined WP Forms contact form for general inquiries. For “Request a Quote/Booking,” the site redirected to Alex’s preferred external booking management system. Button interactions were color-coded for clarity: orange was used for quote, contact, and booking forms, while blue indicated navigation to informational pages like “Meet the Team” and “About Our Services.”
Goal: Location rebrand concept for Jindabyne. Increase tourism all year round.