04/05 STEINMETZ HASE
YEAR 2021 CLIENT INDEPENDENT PROJECT ROLE BRANDING, WEBSITE CONCEPT TEAM SINGLE PROJECT
After Steinmetz Hase had structurally changed, the visual appearance was outdated after 21 years of existence and required a touch-up. I created the company’s visual Redesign and supported the new website concept. The website needed to adapt to a target group that is predominantly 50 years old or older.
Core Challenges I focused on
Recognizability must be guaranteed
therefore, it was important to create a subtle redesign
Keeping authenticity
it is a small family business and the design should reflect that
Using larger font sizes and simple navigation
as the target audience is primarily 50 years or older
Not just symbolizing grief
rather it should be a combination between timelessness and seriousness
The material stone as a central element is taken up in form and color in the branding. The colors of the outdated appearance have been adjusted and will continue to be used in the redesign to guarantee recognition value. The navigation structure has been reorganized and structured to avoid too many sub-pages and duplicate content.
I created the branding and website concept, but delegated the practical implementation to others, and it's now beyond my control.
Tools
Card Sorting
Adobe InDesign
Adobe Illustrator
Figma
