CGJ TRAINING LLC

Rebranding of a local Oakland-based executive training consulting company, through logo creation, clear communication, and information hierarchy. Resulting in a 40% increase in user retention.

Sprint Duration: 5 Weeks

Duration: 5 Months

ROLE

Independent Product Designer, UX Researcher, and solo Graphic Designer

DESIGN METHODS

Design Studio, Content Strategy, Graphic Design, Collaborative Design with CEO

TOOLS

Figma, Squarespace, and Adobe Illustrator and Photoshop

OVERVIEW (SUMMARY)

As a single Product Designer, I executed a rebranding for Carson Grant Johns Training LLC, a local Oakland-based executive training company. This project started as a logo commission sprint that turned into a complete website redesign. Using the logo I created as a base, I designed the entire website using Design Studio, creating a clear Sitemap, Content Strategy, and Graphic Design, I implemented a clear tone of communication as well as an information hierarchy to complete this brand redesign.

DESIGNERS TASK

To design the logo for an executive training company firm CGJ Training LLC and redesign their existing website and do an overhaul of their copy.

END-USER

Carson the founder and CEO explained that their users were;

  • Executive leaders and/or training managers at a variety of companies

  • Through my research, these individuals are also mainly college-educated, digital learners, that understand digital design norms

  • Use their mobile phones on the go, but have desktops at work.

In my initial meeting with Carson, I asked him questions about his company and its brand. I wanted to know how he saw his company. We discussed the kinds of companies he was targeting as clients. He explained the issues he had with his current site and the things he wanted to change. Through this meeting, three words kept coming up repeatedly and they were ultimately my frame of reference for designing his logo and website redesign. He kept stating clean, clear, and passionate.

I conducted research on life coaching, corporate training, and other holistic training brands. Once I was able to figure out the tone and task, I started looking into how these companies packaged their systems online and how I could navigate myself through their sites. I wanted to help Carson’s business stand out from these companies but I also wanted to make sure it was still intuitive for these users.

THE DIVE IN (PROCESS)

SOLUTION

With a strong sense of the company brand, I reorganized utilizing text hierarchy, strategically added page content breathing room, and kept an overall consistency with all content regarding the company’s authenticity.

NEXT STEPS

My next step for this project would be to test out these designs again. I also need to get the testimonials page up and running and I have sketched an outcome page idea. I just need to get them signed off with Carson. Carson also wants to add a video to add a personal touch to the company website.