The brand concept began as a sketch and my utilizing the Σ Sigma / Sum symbol as the "E" representing the accounting and math aspect of the business.
Bold and friendly colors were chosen to break out of the stodgy confines you typically see in that industry too. The font choice was carefully picked to keep it modern and fresh and continue that theme of approachability.
Messaging and visuals were an important part of this journey and the brand conceptual work. Through group collaboration we finally landed on:
"We Save The Bookkeeping Day"
I sought out stock visuals that portrayed this message, anywhere we could make an example of saying, go do what makes you happy and let us worry about the bookkeeping. These visuals included a guy tossing his paperwork or my favorite the bulldog getting amped to go for a W.A.L.K.
I had built a complete style guide from these assets which included social media branding / avatars, messaging, color palette and typography. This would be the foundation for the following phases of work.
Initially the idea was to keep this very simple.
Reinforcing brand in the user experience and interface, we open with visuals to get the vibe and messaging across in all elements.
For such a small website of just 3 pages an entire discovery wireframe process was complete overkill. I went right into hi fi proofs for this project presenting several home page options on opening splash visuals.
Interaction and animations in this work included a parallax style approach on the home page to walk users through "who, why and who" of Leap.
I conceptualized the bulk of the language here also and would go on to win a judges choice award for my copywriting and visuals.
In keeping with a fun user experience to breath life and vibrancy to this market, I didn't want a plain ol' contact form. First the placeholder labels I wanted to be conversational in nature. Instead of a plain "Company:" label, asking "Where do you work?" seems like an interview which is a much warmer approach.
I also conceptualized here an "ad libs" style form with some custom but optional fields. Upon filling out the form the user would be greeted with the thank you message but also a funny little story that included their inputs from the form.
I headed development once planning and artwork was approved. The site was built in a very powerful and flexible CMS so any prototyping was easy to do in the alpha dev site. As I said though this site was simple organizationally so wasting time in conceptual prototypes was really not needed.
I utilized HTML, CSS/LESS, JS/JQuery, PHP and MYSQL to construct the site. The Design System and UI Kit were completely one-off custom, no frameworks were used or needed for this work and I wanted to maintain complete control over the UI whereas working off bootstrap for example can be a bit of a bloated nightmare to dig through. The footprint was light and performance top notch.
A sticky header was present across all devices along with a sliding drawer off-canvas menu.