Introduction
Since 1987, Gotham prides as one of Australia’s longest serving agencies for a number of prolific / well known clienteles throughout various industries from banking and small to medium enterprises.
The Opportunity
A Freelance Initial Outreach Proposition was conducted to briefly audit User Experience, and visual re-aligning of the legacy design decisions with up-to-date aesthetic hierarchy. In addition, an upgrade incentive transition from Wordpress® to Framer® was proposed for improved funneling and viewership experiences inbetween Dark and Light modes.
For proof of hours / effort disclosure a Toptal Activity Record is provided below via Jumpshare.
Media
AI / Automation Usage Clause
This proposition work involved early adoption phases within the node based asset creation tools (Magnific® Spaces) ~ as temporary one month subscription, entirely self-imbursed for this outreach opportunity.
Deliverables
Capped under six and half hours ~ auditing + proposition designs including brief artifacting variations. However these hours exclude the on-going self-learning hour(s) within Magnific® Spaces / LLM based Node Creation Platform. Everything else remained entirely manual-conducted including all writing(s) for this Case Study.
The Auditing
Beginning with reviewing current state(s) - vision and mission statements, brand voicing, visual palletting, and general design decisions. All commentaries were placed directly in Figma® and remained open for client's responses at the time of submission.
The User Experience auditing component here consisted of examining the navigational, information architectural, and content placement / coordination throughout the site for depth/length verbosity, and legacy / less-competitive design conventions sighted during visitation.
A brief outlook on surrounding peers / competitors research was also conducted; noting their up-to-date conventions for contemporary viewership expectations.
Design Artifacting (1/2)
Artifacting explorations here began with highlighting then extending the existing brand language through design patterns/illustrative marks including embellishment explorations.
A conservative approach to typography was recommended to portray conscientious, yet not overly drastic design language overhaul. Hence ~ "Oswald" as primary paired with (Lato) and then as tertiary (judicious-use only) handwriting / calligraphy typeface ("Seaweed Script") were proposed. The tertiary font in particular was selected as homage to the agency's distinctly illustrative styling, notable as a consistent backdrop at its current use site-wide.
Design Artifacting (2/2)
Given the industry's increased expectations surrounding node-based + LLM asset creation tools for skillset adoption - Magnific® Spaces was exercised here as the platform of choice to re-imagine Gotham's existing works' imagery strictly as art-redirections hypotheticals only.
However, given the large number of trial & error processes, these were decidedly omitted in the final submission in order to maintain concise delivery of this pro-bono offering .
SWIPE
High Fidelity Visual & Submission
Both light and dark modes, desktops-only high fidelity with succinct re-proposed vision statement; are presented front and center.
Hero imagery(s) for each Case Study were hand-selected as third party stock photography in courtesy of Stocksy®.com
Separate high level deck with fully written summary, before and after state(s) disclosures were submitted.
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About this Case Study
Unless otherwise explicitly clarified or (re)inforced in the study - all artworks, including naming, titling, sample content-writing including this Case study's, as well as the entire front-end development ~ have NOT been entirely resorted through Automated Intelligence, generative tools or LLM-assisted prompting models.
All hours expended on each project was conducted out of limited, personal and voluntary capacity on top of / during full time tenure.