Ellie Doolan

When initially meeting with the Omada One team, it was apparent to me they had a very strong sense of self and how they wanted to be perceived. I facilitated 3 brand discovery sessions with the company executives and drew from my knowledge to create a concept for their visual brand. I started with logo creation, uncovering more information at each review, chipping away at the marble to uncover David. I'm just kidding. We eventually finalised their logo to what it is today. Omada One, to quote them directly: "We believe in the power of teams, and that’s why we work with you to build, nourish and develop amazing ones." Along with the ambition and ingenuity that Omada stands for I built a logo that represents a 3 person team but also share similarities with an image of a soaring graph. Following the logo completion, I started to build out the rest of the visual identity. A comprehensive 14-page style guide, socials, stationary, and gave them a home on the web. For the website, I had already established an understanding of the target users, defined the business goals and developed user personas. Working with the copywriter and marketer we together worked on the taxonomy of the website. Simultaeneously I designed a lead-generation landing page for their first marketing campaign. Splitting the traffic 50:50 I was able to make data-driven decisions for CRO. Upon completion and approval of the copy, we had another meeting with the client about technology architecture being sure the system to publish and manage content was clear. These topics get very technical very quickly so it was important everyone was on the call and it was clear who was responsible for what. Since I was the architect of the visual brand guide, it was my duty to maintain the experience and ensure consistency through the wireframes, but also across every touch point of the organisation. eDMs, social media, landing pages etc. This is where I got the chance to jump on my soapbox and talk to the wider team about the team effort required to keep the brand consistent. Setting up templates, outlook signatures, and LinkedIn banners is a great way to take that concern off their hands. At the close of this project, while it wasn't my first web design, it was my first web project where I dove into the UX deeper and read a tonne of articles and books on best practices. What worked for me was laying out an ideal combination of UX phases. Discover > Define > Design > Build > Test & launch > Maintain. This is the process I have been following since.