MSDS decided to launch a sub-brand to give a wider range of companies an ability to ultise their services. This brand is premised on the notion that good quality design should be accessible to all and not just to those who can afford full studio rates and services. Building a good-quality website is not a cheap thing to do, nor should it be, but the team in MSDS found a way to strip back the process and leverage their extensive experience with interactive design to offer a leaner product that could still be custom designed and not simply be a template based ‘cheap’ site design service.

I was tasked with helping to name the new company, before designing the identity and primary website. The new business model depended on the site being comprehensive enough to both promote the company offering as well as providing enough explanation and access points to the company as possible. Cutting down all unnecessary client contact (which can lead to costly and time-wasting meetings and back and forth) was crucial to the success of the fledgling company.

Working from the motto of ‘design for the people’, the site design needed to be approachable and professional to set it apart from the cheaper $500 for a site design sort of companies, while also proving an example of good quality, attractive design in its own right. I created a color palette that was punchy and eye-catching, loudly saying that this company was confident in its own quality. A complex grid belied a simple layout on the surface, with many different page types and content needing to be accommodated. The typeface (Apex Sans and Serif) was chosen for its contemporary appearance, without being too cool for its own good and so being off-putting to the types of clients (non-profits, financials, other small businesses) being targeted.

Each page is very clear in its purpose and in the information being provided. A strong and clear navigation system helps guide the user through the site from the homepage to the work section, to learning more about the company and finally to the contact page. A more unusual footer lists all of the projects in relevant sections so that users can quickly see work that might be of particular interest to them.

The identity which you can see in the top-left corner of each page is the final identity chosen for this company. The identity had gone through several iterations (see link below) but this one was felt to represent the company best in the end. It is based on the initial letters ‘M’ and ‘I’ which I custom drew to form a representation of SoHo style cast iron architecture. The company is based in the beautiful Cable Building in SoHo and I felt that tying the company to its roots helped to strongly differentiate it from the cheaper competitors and emphasise the quality of its offering.

You can visit the full site here if you would like to see it in all its working glory! You might also be interested in seeing the original identity design which I had also done for this project.