Refreshing New Creative for a Science Innovator
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NATIONAL AQUARIUM
In 2015, I worked on two websites for the National Aquarium, one of the highest ranked aquariums in the nation. Using their newly rebranded elements, I helped to create a revamped website for aqua.org, as well as an educational microsite for the Living Seashore Heroes program. Each site had its own requirements and specific target audiences which impacted each design decision.
The Goals:
1.
Make the site more inviting to visitors and move away from their older dark/black theme.
2.
Create better pathways to conversion like buying tickets, tours, and membership. Highlighting important information such as the button to Buy Tickets and pairing it with Opening Hours helps visitors take action more quickly.
3.
Showcase important content: most recent blog posts, social posts, upcoming events or promotion.
The Challenge
In 2017, Pentair plc was in the midst of separating into two separate public companies, both launching new branding identities. Pentair Water already enjoyed a trusted global brand within the industry, but lacked recognition as a household brand. Also for the first time, all sub brands needed to be visually united underneath the Pentair umbrella. To meet the SEC's deadline, all assets for site launch and new branding had to be created within just a few months.
What We Did
We created a new website that was accessible enough for a consumer to digest, yet informative enough for a prospective partner/employee. As part of the new design, we created a signature element based on the company's logo. That eventually became the basis for the other essential pieces needed for the site and new branding launch - like collateral, packaging design guidelines, branding guidelines, and icons.
