HTX MADE LLC
A branding and UI/UX project to match the company's goal with its brand and connect with customers.
THE CHALLENGE
HTX Made LLC is an excited startup that has changed to adapt to its clientele and recent growth. HTX Made LLC has a good track record of retaining customers, but they are looking to attract new local, intrastate, and interstate customers.
HTX Made LLC has evolved from a small Design and Manufacture firm to a mid-size Consulting and Fabrication firm. They still design occasionally, but it's no longer their main source of income.
The company has found themselves disconnected from future prospects. With only social media as a way to connect with future prospects, they find it slow and inefficient to maintain their momentum, as well as an incomplete picture of all their skills, tools, and type of work they do.
CONSIDERATIONS
THE TEAM
Amando - Lead Visual Designer
Mariel - Project Manager
Jorge - Documentation Lead
Francisco - Lead Developer
KEY GOAL
Attract potential customers through an updated portfolio of work and reiterate company branding.
MY ROLE
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Researched and evaluated the company's oncoming goals, long-term goals, and design trends.
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Evaluated current website and identified areas of improvement.
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Identified company needs and priorities, from Logo to merchandize, to user interfacing.
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Branding reference - AdamsMorioka: Logo Design Workbook
CONTEXTUAL OBSERVATION
In house digital, wood, and metal fabrication.
HTX Made LLC is a team comprised of people divided into three primary areas of fabrication, consulting, conceptual designer, CAD designers.
HTX Made LLC has experience working in:
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Commercial
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Residential
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Architectual
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Outdoor
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Artistic
LOGO SKETCHES
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Taking features that personify HTX Made + design trends.
LOGO FEEDBACK (STAKEHOLDER)
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Due to the companies young age, a moderate re-design might satisfy the company's recognition and status as opposed to a completely new logo.
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Keep designing with HTX Made's values and standards in mind, while realizing that "HTX" is not unique. (This is especially important for SEOs)
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Consistency over Trendy. The company is evolving, yet its style, values, and standards remain.
LOGO ITERATIONS
PAPER WIREFRAMES
MOCKUP
I created a logo set that would be appropriate for several of their mediums such as coasters, shirts, websites, favicon, and signs.
The website was upgraded with added features such as project tracking, a categorized portfolio of works, and in-house skills and others provided.
Landing page
Interaction: Menu bar increases 125% when hovering over and drop-down menu.
Interaction: The image enlarges by 150% when hovering over the projects featured. The user is sent to the Portfolio page when an image is clicked.
Landing Page to include the capabilities HTX Made has, including Design, Prototype/Manufacture, Delivery/Install, Digital Fabrication, Wood Shop, and Metal Shop.
Interaction: The button turns into the accent color and sends the user to the Service page when the user clicks on the learn more button.
Landing Page/Contact Page and Footer
Footer to include social media, address, phone number, career opportunities (when available), and copy-write symbol and content date.
Interaction: When the user clicks on the Send button, it changes to the accent color and a confirmation message is displayed.
Products page
Products Page to include the categories HTX Made works in Commercial, Residential, Hospitality, Architectural, Outdoors, and Artistic.
Interaction: Hovering over each respective image increases the image size by 150%. When the user clicks on an image, they are sent to the Portfolio Page under its respective category tab.
LESSONS LEARNED
When working with an excited startup with a small and busy crew, you learn to be flexible. Evaluating a company can be a challenge, especially when they are at a crossroads with an uncertain future.
I had the privilege of meeting with the company's crew regularly to gauge their intent and feedback. The feedback was a crucial step in the process, sometimes taking a step backward, but always coming back with a clearer picture.
Although the project was cut short of development due to Covid-19, I learned a lot about myself and I feel that I grew as a person and a designer.
The company is now under new management, but they still hold the information and reflection for success.