PLGRM is a bespoke video production group based in Melbourne. By harnessing the power of storytelling, the company quickly captured the attention of the masses experiencing video virality and the rise of a cult following within only a few short years.
Seeing success and exponential growth naturally led to the group's diversification into the commercial market. This saw the birth of their sister brand, Propergander. Targeting marketing professionals, their aim was to engage other businesses while staying true to their purpose of authentic, effective storytelling.
Despite the group’s success in establishing itself, PLGRM was in need of new brand strategy and collateral which defined the brief: To design and create all elements of the PLGRM sister brand.
Initial Logo Sketches
Although the audience and message differed, Propergander was designed with the parent brand PLGRM in mind. Key branding elements were retained such as PLGRM's logo outline however, a new colour hue and font was introduced to add prominence, character and depth.
Building the brand from the ground up involved developing all assets of design including a comprehensive brand style guide for internal education purposes. This ensured the PLGRM team understood the new elements of it's sister brand and how to employ it in different applications.
Breakdown of Brand Styleguide
With the brand assets in place, it was time to focus on the website. This begun with the introduction of the website wireframe and IA. PLGRM’s unfamiliarity with the benefits and purpose of it meant this was also an education process for the team as much as it was an explanation of the complexities of the website’s user interface and functionalities.
After reaching consensus on the website layout, design got underway. An important requirement in the brief was designing with a user-centric approach. This proved a challenge in itself as PLGRM had minimal user research on hand leaving my designs subject to opinion. Playing a major factor in the process, I had to ensure my designs were validated not only by aesthetic but also intuition.
Website UI (Above the fold screen)
Making the site responsive also presented its challenges. Being a very content heavy website meant spacing was a major consideration in effectively communicating and presenting the brands message to potential clients.
Anticipating its importance, we took a mobile first approach from an early stage of design. This helped to safeguard against any space limitations when laying out content on the pages.