Overview
Initially, the project for Ragnar Racking aimed to develop an interactive configurator tool for users to build and customise their modular storage solutions. However, as the business is new and is only just navigating its early stages, it became evident that establishing and promoting the brand’s identity should be the focus of my project in order to benefit GSL Media. This shift in focus from a configurator tool to brand promotion was a strategic decision to lay a strong foundation while the business is finding its footing in the market. For this reason, the project evolved to encompass comprehensive branding initiatives and website design that would effectively represent Ragnar Racking’s values, vision, and offerings.
Brand Development
The first step in the project was the development of the Ragnar Racking brand identity. I conducted extensive research into competitors and the workflows used to create a brand identity, this helped me to build and establish the company’s ethos, target audience and define its competitive landscape. Based on this research, I created a brand identity that reflected Ragnar Racking’s commitment to innovation, quality and reliability. The name “Ragnar” has special significance because it is inspired by the legendary Viking leader Ragnar Lodbrok, who was known for his fearlessness and pioneering spirit. The logo reflects this heritage by featuring an iconic Viking helmet, which represents strength, courage and leadership. The zigzag line representing the beard emphasises the Viking theme and adds a unique touch to the design. With its clean and modern aesthetic, complemented by the use of two font types to create hierarchy – the fonts create hierarchy with the name Ragnar being bold and prominent stacked above the word racking to emphasis the business name. The logo exudes power and authenticity; with its Viking associations. Its striking visual representation aims to leave a lasting impression. This logo development then progressed to defining colours, typography, and visual elements that would resonate with the target audience and differentiate the brand in the market. Subsequently, I created comprehensive brand guidelines outlining the usage of the logo, colours, fonts, and imagery to ensure consistency across all brand touchpoints. These guidelines served as a reference for maintaining brand coherence and integrity across various marketing materials and platforms. Looking ahead, I am excited to use the skills and brand guidelines template created for future projects, as they serve as invaluable assets for maintaining brand cohesion and consistency. Additionally, I am keen to look into a digital solution for brand guidelines to make them easily accessible to our clients online. By offering digitalised brand guidelines, we can empower clients of GSL Media with a convenient and user-friendly tool to ensure consistent brand representation across various platforms and marketing materials. This strategic move aligns with our commitment to providing comprehensive and innovative solutions that add value to our clients’ businesses.
Brand Application
With the brand identity established, I proceeded to apply it to various marketing collateral, starting with van signage and business cards. The van signage featured the Ragnar Racking logo prominently featured, along with key messaging highlighting the brand’s value proposition. Business cards followed the brand guidelines closely, incorporating the logo and brand colours for a cohesive look that reinforced brand recognition. Looking back at the brand application work, I identified the opportunity for further expansion and optimisation. Given more time, exploring additional brand materials such as brochure designs, social media assets and promotional materials could enhance brand visibility and engagement across various touchpoints. This expansion would not only reinforce brand recognition but also allow for a more comprehensive and integrated marketing approach. Furthermore, analysing the effectiveness of these materials using metrics like reach, engagement and conversion rates could provide useful insights for fine-tuning future marketing strategies and maximising impact.
Website Design
The website design played a pivotal role in promoting the Ragnar Racking brand and showcasing its products and services. The homepage was designed to make a strong first impression, featuring striking visuals of racking solutions in action and concise messaging that conveyed the brand’s core values. I proceeded to design the category page layout , ensuring that future users could navigate seamlessly through different product offerings. I designed clear categorisation and filtering options to ensure that users could easily find the information they were looking for, enhancing the overall user experience. Other pages in the design include a product page and about page. I ensured that throughout the design, strong calls-to-action were prominent to encourage users to take the next steps, whether it was requesting a quote or contacting Ragnar Racking for more information. The evolution of the design process has been instrumental in honing my skills with Figma as a design interface. As I was eager to learn Figma, this experience has been invaluable in expanding my proficiency with the platform. However, I must admit that while Figma has its merits, I still find myself preferring Adobe XD, a personal preference due to my extensive experience using it. Nonetheless, the opportunity to work extensively with Figma has broadened my skill set and provided valuable insights into different design methodologies and tools.
Moving forward, I am eager to channel my efforts into adopting a mobile-first design approach for future projects. Through my own research and hands-on experience, I’ve come to appreciate the significance of prioritising mobile usability and responsiveness. Understanding that a large portion of users engage with digital platforms via mobile devices; I recognise the importance of crafting designs that seamlessly adapt to various screen sizes and resolutions. Embracing a mobile-first mindset will not only enhance user experience but also align with contemporary design trends and best practices. As a result, my future endeavours will focus on utilising this approach to create intuitive and accessible experiences across all devices. As I reflect on the process, I recognise that my user testing efforts were limited to a small group. On reflection I could have extended the prototype to a larger audience, enhancing the depth and quality of feedback received.
3D Development
During my project I noticed an opportunity to incorporate some 3D work into my designs and investigated using Spline to create these. This presented an exciting learning opportunity during the project. Whilst delving into the basics of the software was enjoyable; I found myself a little overwhelmed by the vast number of tools and settings available, which I found a struggle to overcome due to time constraints. However, the complexity I discovered highlighted the possibility of developing and applying 3D modelling in future projects. Evaluating this learning experience, I recognised the need for further skill development and refinement to fully maximise the capabilities of Spline. If the demand arises at GSL Media, enrolling in an online course or tutorial to expand my understanding of 3D modelling could be a strategic investment. If there is a demand, I could create immersive visuals for client presentations or interactive product demos for their websites. As a result, while the initial exploration was difficult, it sparked my interest in learning more about 3D modelling and how it can be integrated into my professional toolkit.
Reflecting on my Spline exploration, I realise that the time constraints limited my ability to fully utilise its capabilities, this was because I discovered the possibilities of using Spline relatively late on in the project timeline, leaving me with less time for experimentation and refinement. With more time and an earlier awareness of Spline’s potential, I could have allocated more resources to creating intricate models and exploring diverse product variations. This realisation emphasises the importance of proactive exploration and efficient time management to learn the benefits of new tools and technologies.
Conclusion
In conclusion, the journey of developing the Ragnar Racking brand identity and website design has been a transformative learning experience, marked by strategic shifts, creative exploration and valuable insights. From prioritising brand establishment to crafting compelling marketing collateral each aspect of the project has contributed to my growth as a designer. Whilst I am proud of the accomplishments achieved within the project’s constraints, I also recognise areas for improvement and future opportunities.
The use of Spline for 3D modelling added a layer of innovation and complexity to the project, but it also introduced new challenges and time constraints. However, this experience sparked my interest in learning and mastering 3D modelling techniques, which I hope to use to enhance future projects with immersive visuals and interactive elements.
Furthermore, the recognition of the importance of proactive planning and efficient time management emphasises the need for ongoing self-improvement and adaptation in the dynamic landscape of design and technology. Moving forward, I am committed to applying the skills and insights gained from this project to drive quality and creativity in my future endeavours, as well as taking advantage of new opportunities for growth and learning.
In summary, the Ragnar Racking project has established a robust foundation for the brand’s identity and online visibility which is of great benefit to GSL Media, but also fostered significant personal and professional growth. I am excited to apply this learning and experiences to continue creating impactful and meaningful design solutions that add value to clients and users alike.