EVOKE

Web and Brand design for Research Lab

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EVOKE

Overview

EVOKE Lab is a renowned lab known for its outstanding work with integrating and utilizing data and technology into social-rooted discourses.

On top of being a research assistant, I also served as the lone web designer, playing a key role in redesigning and organizing their WordPress site and modernizing their brand guidelines.

Role

Web Designer

Research Assistant

Duration

Jan. 2021 - Jul. 2022

Team

Principal Investigator: Roderic C.

Doctoral Researchers: Bono O, Lucy P., Nneka O.

Research Asst.: Miguel H.

Visit Site

Pain Points

The previous iteration of the website was outdated and in need of a major revamp. My focus lied with determining how to modernize the branding, organize content in a visually appealing manner, and improve the overall user experience.

Outdated branding. Logo carried a mysterious and confusing aura that doesn’t provide much of a message to the user and did not match well with the rest of the site’s branding.
Inconsistent layout. Different content being laid out in conflicting patterns confuse users and can lead to a high cognitive load.

Long Scroll Site. Having users scroll through long websites can lead to “scrolling fatigue”, which affects likelihood to stay on the site. Navigation should be focused on segmenting different sections to their own page.

Branding

First step in modernizing the site is by modernizing the visual guideline of the lab as a whole. The question I asked myself is “How do we create a look that corresponds to the current state of the lab and its values?”

Logo Journey.  A house to symbolize a safe space, an open door to promote the lab’s inclusivity, and an “E” to represent the Evoke name, all wrapped in a minimalist color scheme.
Color Palette. Incorporating a darker tone builds a unique identity that separates itself from other research labs and matches well with the logo, but allows other elements to pop out more.
Typography. Implemented a Cabin/Raleway font pairing to capture a unique, “progressive”-feel font to serve as the header with a matching, easy-to-read and high contrast body font.

Website Build

Redesigning the site and its content to comply to the lab’s current foci, alongside adapting the branding language. The current iteration of the lab required more of a focus on its publications and less on projects, news, and events.

Publications layout. Research conducted by the lab’s members was the main highlight of the site, which called for a readable and concise format to display the necessary info for each publication.
Final Screen set. Implemented dark and sleek branding to a reorganized content system to craft the recreated EVOKE site.
Mockup highlighting responsive design of the EVOKE site.