Introducing Infinite.Red — Version 2.5
The story behind our latest redesign
Growth isn’t comfort. We all know this to be true. The tricky part about comfort is that it masquerades itself as a friend. In most ways, a friend would offer comfort, but with a divergence at one crucial point. They would help you take on challenge, whereas comfort is an enabler who keeps you where you are.
Fortunately, we are surrounded by friends. Even though our website has gotten us a myriad of clients, traffic, and notoriety, it doesn’t convey our brand. With our designers at hand, every corner has been analyzed. The goal of the re-brand isn’t to “leave no stone unturned”, but to weigh, wash, and ask if the stone should even be there. We completely revamped our design in order to show our personality, our brand consistency, and we wanted to better showcase the projects we’ve worked on.
1) Personality - Our redesign was meant to show the personality of who we are as a company and the type of skills we have to offer. We turned the site from WHAT to HOW. As in, this website isn’t just who we are, it’s a story of how we deliver quality for you.
2) Brand Consistency - As our open source projects began to take on a life of their own, we wanted to make sure that everything looked like it was under the Infinite Red umbrella. In order to do this, we had to make the brand seem more unique than it was. The new website acts as a basecamp that connects all of our community efforts and projects.
“…some people judge a logo based on it’s aesthetic. But they rarely judge a brand based on it’s logo. And it’s the brand that counts.” — Tobias Van Schneider
3) Project Focused - Our original website didn’t highlight our work like we thought it could. This redesign set out to make our excellent work stand out. We completely redesigned the project pages and mockups to represent the level of pride we have in our work. User Experience (UX) is real and as consultants, we shifted the website to present a much more broad and deeply connected message. In new ways the site is able to spotlight in-depth case studies of past client products, completely surrendering the stage for the product experience, before reclaiming it further on.
We’re a group of talented people who want to help build products. THAT is Infinite Red — and now our site echoes that fact. The design flavor will grow to our other sites and open source initiatives. You can see its influence on our conference page: Chain React Conf.
We’re very excited about our new website which we just pushed live today. Go take a look!
Thanks to Gant Laborde and Justin Huskey for collaborating on this article.
About Shawni
Shawni Danner is the Project Coordinator at Infinite Red keeping things like our Red Shift publication moving along, planning the details of our annual All Team Retreats, and coordinating all the pieces of Chain React 2017.
