Affect Strategies are a public relations firm based on Manhattan, specialising in working with technology companies. They approached MSDS to rebrand their company as their previous brand no longer adequately represented them. I was asked to work on redesigning their website building on an identity created by design director Ryan Reynolds.

Affects previous site was designed many years ago and showed its age. It felt tired and clunky (to use the technical term) and sorely missed any sense of vibrancy or excitement. I set out to remedy this. The clients had requested that the site design feel contemporary and appealing, and that it should speak to a tech savvy and design literate audience. I decided that the site should leverage the new identity to create a unique site layout and memorable design. The vibrant colors and shapes of the logo and extended color palette served to underpin a unique layout and create a sense of the untraditional and freshness throughout the site.

Building in this core design, the site maintained consistency (always important) with the placement of prominent messaging in the same position on each page. The clients had requested that the site be minimal and not too information heavy, so I felt that strong typography combined with the eye-catching colors would best achieve that goal. Unfortunately, the clients ultimately decided to go in a different direction altogether (following an unrelated dispute), so this design was never realised online.