Aleph-CaseStudy

Context

Timeline

12 Weeks

My Role

Visual UX Designer

Responsibilities

Visual Concept Development
Interactive Design
Design System
Web Accessibility

Aleph.dev showcases generative AI as both a powerful workflow tool and a source of inspiration. In 2023, during a hiatus from client projects, the Aleph design team (my design director and I) initiated a project to elevate the brand and redesign the Aleph website.

It was a great opportunity for me to co-lead the design process from conceptualization to interactive prototyping and the delivery of finalized assets and established a comprehensive design system.

Business Objectives

Establish a strong Aleph's online presence, bolster credibility, and showcase Aleph services' legitimacy.

User Needs

Consistent pricing, design processes and updated portfolio.

Initiative Ideas

A well-defined brand to set Aleph apart from competition and reach across various channels.

Impact

Reduced the time to create all project assets to 2 weeks, resulting in a unique and on-brand visual style, enhanced professionalism, and increased credibility.

Aligning the Vision

week 1-3

Discovery (Research & Analysis, Information Architecture)

To foster alignment within the Aleph team, particularly with the founder/CEO, Matt Glaser, we organized a series of in-person and online meetings. These sessions focused on discussing personas, sitemaps, conducting comparative analysis, and drawing inspiration from similar agencies offering comparable services.

Documented a sitemap for the previous version of Aleph.dev to analyze its navigation structure and the types of content. The former site primarily relied on many hypertext links within blog content to direct users to different major pages.

Jorge Luis Borges: Inspiring Aleph's Philosophy

week 4-7

Design (Visual Concept and Brand Development)

We explored the philosophical roots of Aleph's brand by studying the works of Argentine writer Jorge Luis Borges. His idea that 'The Aleph is a lens for viewing the world from many angles, without distortion' resonated with Aleph's ethos. This philosophy shapes Aleph's approach, emphasizing diverse perspectives in client interactions and projects.
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Drawing on Borgesian principles, we curated visual inspiration, typography, color palette, and developed concepts that reflected our team's vision.

Experimented with Generative AI and texture to create a portrait of Jorge Luis Borges that captures the spirit of the Aleph brand.

Refreshed the Aleph.dev brand by updating the logo, color palette, and typography to align with the brand attributes, resulting in a more accessible look and feel.

Animating the Visual Realm

week 8-12

Interactive Design

We conducted regular design meetings with the development team to ensure that our designs, especially the interactive prototypes were practical and easily implementable.

The Aleph team sees the point. The Hero section of Aleph.dev visually represents the Aleph team's commitment to understanding and agreeing with the client's perspective.

Each client page's hero images has multiple layers to add motion and vitality to static images.

The Hero images on each client page is customized to narrate Aleph's relation with clients.

Takeaways

We conducted regular design meetings with the development team to ensure that our designs, especially the interactive prototypes were practical and easily implementable. While it's still early to fully assess the impact of the Aleph.dev website redesign, the team's expectations “if we build it, it will come” regarding new client acquisition was unrealistic.

We understand that a new brand and website alone don't guarantee new client acquisitions. We recognize the importance of strategic marketing and outreach efforts to sustain our operations effectively.

Aleph.dev

Leveraging generative AI & interactive experiences to rebrand Aleph site.