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Concept

The Sourcery, a member-owned global sourcing solution and digital trade platform, aimed to transform the perception of their brand by refreshing their website. The goal was to create a more engaging and modern digital experience that resonated with their ethos: “Let’s Transform Trade for Good.” The existing site was deemed too rigid and dull, prompting a request for a redesign that would enhance transparency and foster trust among brands, manufacturers, and growers.

Execution
The project focused on creating an organic aesthetic while maximizing white space for improved readability and user experience. The design incorporated rounded shapes to frame photos throughout the site, adding visual interest and reinforcing the brand's commitment to a dynamic and collaborative environment.

In addition, a cohesive set of icons was developed for use in graphs, infographics, and future presentation templates. These icons drew inspiration from the geometric lines of the client's logo for a simplified yet effective visual language. A harmonious color palette was also established, integrating new hues that complemented the main brand color to support consistency across all digital and print materials.

Results
The redesigned website enhanced user engagement, presenting information in a more accessible and inviting manner. The use of ample white space and organic shapes improved the overall aesthetics, making the site feel more modern and aligned with The Sourcery's values. The new iconography and color palette reinforced the brand's identity, resulting in a cohesive visual experience that more clearly communicated their mission.