Stefania Denisa
Optimised layout
Less text to read,
reduced cognitive overload,
better components
Engaging
+17.31% engagement &
+4.9% scroll after two weeks
Scientific aesthetic
New branding better
aligned with target users
MemoryLab Rebranding
Rebranded MemoryLab’s identity to align with its vision: innovative, scientific, and professional.
MemoryLab is a scientific company that provides educational institutions with a thoroughly researched, adaptive algorithm software.
CHALLENGE
MemoryLab’s previous branding was playful, which sometimes made it difficult for users to understand the product. As a UX Designer, my role was to develop a new brand identity for the promotional website by restructuring content, redesigning the layout, and finding the right balance between innovation and professionalism.
CLIENT
MemoryLab
SOLUTION
I created a brand identity that reflects the company’s personality more accurately, focusing on an innovative, professional, and forward-thinking aesthetic. Together with a content creator, we curated new copywriting for the website, reorganized the site map, and made it more intuitive and accessible. To enhance user experience, I designed animations to effectively showcase our product.
ROLE
BRANDING
CONTENT STRATEGY
MOTION DESIGN
Project Manager for Digital Learning Media
“The descriptions are short and snappy. Even though I’m not from a traditional IT background, I understand everything.”
Product Manager
“I like the clean look and the ease of reading. The design is not overly colorful, which is good.”
Research
Goals
Understand current website's performance, including its strengths and weaknesses
Understand main competitors, and create competitive analysis that help understand where MemoryLab is positioned
Create brand map to illustrate brand positioning
Findings
SECONDARY RESEARCH
Competitive Analysis
From an analysis of six B2B competitors, resulted that the tone of voice needs to place greater emphasis on authority, expertise, and trustworthiness.
Headers are often structured with sections dedicated to integrations, solutions, pricing, and successful case studies.
B2B websites use short descriptions, often with videos or interactive mockups.
BRAND ATTRIBUTE
INNOVATIVE
SCIENTIFIC
PROFESSIONAL
After thorough research and a deep understanding of the key elements of a good B2B website, I collaborated with the marketing team to define the sitemap. This process helped me keep track of everything I needed to gather and allowed me to structure my planning accordingly.
Ideation
UI Design
BEFORE
IMPROVEMENTS
Efficient use of the layout
Innovative yet professional and minimalist approach
Inclusion of case studies and animations.
AFTER
TYPOGRAPHY
H1
Heading 1
H2
Heading 2
H3
Heading 3
H4
Heading 4
BUTTON
Buttons
SUBTEXT
Body text
BODY
Body text
COLOR PALETTE
PRIMARY
SECONDARY
ACCENTS
GRAY
BRAND IDENTITY
This brand identity conveys trustworthiness, innovation, and professionalism. The aesthetic blends elements of Swiss design with a corporate look, merging precision and structure with a fresh, modern feel.
The blue color was carefully selected to align with the magenta primary accent color, to create a sense of trustworthiness and calm. For typography, Lato and Open Sans were chosen for their high readability and professional appearance. Prioritizing accessibility, these fonts align with our core values of clarity and inclusivity.
The addition of animations improved the engagement of this new identity. Since scientific concepts can sometimes be complex, incorporating interactive elements enhances understanding making the platform more intuitive and accessible for new users.
ILLUSTRATIONS
Rebranding this website was a fun challenging experience that taught me a lot. First and foremost, research was crucial to the success of this project. Understanding our target users and recognizing the key differences between B2B and B2C was essential.
In this project, I had the opportunity to learn animations and motion design. Additionally, cross-functional collaboration with various experts within the company helped me have a better understanding of our product.
