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Brand new case study up now, and this one details the imaginative process of design for a useful service that straddles the realms of sports and business. Take a look at the before and after of ProAgenda’s identity redesign, graphic design, and website development. This platform was built by golf professionals for golf professionals, allowing them to better manage their businesses in the sports industry and communicate with one another.
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Customer and Project
The founders of ProAgenda have a combined 50 years of expertise in golf instruction and golf management. They set out to develop a system that would aid professionals in customer retention and the creation of an electronic database of clients. In 2011, the concept of combining an online booking system with a coaching platform came to fruition. Today, ProAgenda serves over 1,500 golf professionals in 18 countries and processes thousands of bookings every day. The core principles upon which the platform is based direct its efforts toward the following objectives:
- optimizing booking loyalty
- creating and managing a database of clients
- reducing the burden of administrative tasks
- supervising reporting and automated services
The tubik team had to come up with a lively, functional, and interesting website that would showcase the service’s advantages and enhance its communication with users. It also had to be realistic and attractive to attract a younger demographic that showed a growing interest in playing golf during the pandemic. In addition, we redesigned the platform’s logo and created a set of elegant, custom illustrations that would be used throughout the website. These illustrations would give the pages more visual appeal and make them more informative.
Ira Shaposhnyk, Ladamyra Kunytsia, Vlad Radionov, Arthur Avakyan, Natalka Mamchur, and Vlad Taran were all members of the tubik creative team.
Revamping the Logo
In order to create design solutions that are well-grounded and support the objectives of both the business and the service users, the creative process typically begins with thorough market research and analysis of the business’s goals and target audience.
The company came to us with a well-established brand identity and vision, so it was crucial to incorporate changes that would reflect the brand’s evolution while staying true to its original foundation during the redesign. The first step in redesigning the logo was to make it more adaptable to various marketing objectives while also making it look more modern and up-to-date. Examine the initial phase of the subsequent procedures:
Currently used logo
Refining the wordmark by eliminating unwanted elements like shadows and “.com”
Adjusting the proportions and redrawing the characters so they are uniform in thickness. There has been no change to the letter constructions.
Making the wordmark stand out by narrowing the letter spacing.
The clients were receptive to exploring more expressive changes during the logo redesign after considering and discussing these options. As a result, we went on with the creative search and graphic design process, and here are some examples. One of them features an offer to refresh the combination of core brand colors. While most variations showcased combination marks incorporating a graphic symbol and a typographic part, a few maintained the original concept of the wordmark with an emphasized orange letter A.
Logo
After much deliberation, a logo was chosen that incorporates contrasting colors. It features a solid typographic part that displays the brand name and an abstract orange symbol that echoes both golf balls and the concept of networking.
typography
In 2017, Lucas Sharp’s elegant and flexible sans-serif typeface Sharp Grotesk was released through Sharp Type. It was inspired by nineteenth-century wood type combined with Adrian Frutiger’s technical design process, and it was chosen as the brand typography for the identity design and online presence of the platform via website.
color
Incorporating an aesthetically pleasing combination of colors with an optimal level of color contrast, the color palette retains the original orange brand color while expanding upon it. This allows for its effective use in various contexts, including web design, visual identity, and brand communication. This color scheme not only made the website appear lively and welcoming, but it was also fresh and distinctive, which set it apart from others in its field.
Visual communication and art
The creative team decided that the service’s web presence needed more than just photos and videos when thinking about the visuals for the site and brand communication, after researching similar websites in the sphere. The goal was to create a unique style that would help the brand stand out from the crowd and be easier to remember by combining high-quality, real-life photos with the original illustrations. This would allow us to maximize the product’s essence. To establish a consistent, distinctive, and user-friendly manner for the website, the proposed visual direction relied on a line art illustration style. Thanks to its approachable, conversational style, those illustrations lent credence to the brand’s emotive messaging without coming across as stuffy or stuffy-looking. Beautiful, curvy line art with eye-catching color accents is on display here.
Designing a Website
A web user interface with an attractive layout and graphics, a strong first impression, expressive typography, and well-placed accents to aid in navigation and user guidance was a primary goal of the design team.
The background of the website is made of warm neutral color tones, making it look more personal and enjoyable. The combination of orange, green, and blue in a brand’s color scheme conveys an emotional connection to the revitalizing energy of sports and outdoor activities while also creating an impression of friendly and open corporate communication. The use of complementary colors enhances the layout’s visual appeal and draws attention to key components, which in turn facilitates easy navigation and scannability of content. The text is presented in an organized and easy-to-digest format, with a strong visual hierarchy to aid with skimming and reading. Incorporating fluid web animation into your design is a great way to make your site more interesting and engaging for visitors.
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