Translating brand identity into web design.

Dr. Nadina Galle is an ecological engineer and entrepreneur who developed the concept of the Internet of Nature. It’s a framework that uses the latest technology sensors, satellite imagery, and computer algorithms to represent green spaces as data sets that help urban ecologists and planners better understand and improve urban ecosystems.This is a great example of a personal branding project. It shows how powerful it can be when an entrepreneur understands that reputation is her biggest asset and dares to put her face at the forefront of her services. For the design to truly complement the copy, the story needs to be clear. It starts with the entrepreneur knowing who their clients are and what they struggle with.

Once they understand that, it’s easier to phrase and illustrate how their services will solve the client’s problems. Nadina had a very clear idea of what she wanted to be known for. This was very helpful when it came to coming up with an original design concept, but it also created two design challenges. One, finding a way to visually represent the connection between the internet and the nature. And two, striking a balance between Nadina’s young, modern character and her brilliant academic side. I had to design a style that makes Nadina come across as both approachable and professional.

Take home message: Always design with the end goal in mind and find the right balance of who your clients are and who they need to talk to.

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