The GAP Partnership
The Gap Partnership is a global management consultancy specialising in negotiation, helping organisations drive profitability, increase efficiency, and reduce cost. We were invited by our friends from Initials Marketing to create a design for the new website for TGP in line with additional promotional collateral being produced by Initials as part of larger brand refresh.
We wanted the website visual language to reflect the business' dynamic evolution into modern digital brand and streamline access to its suite of tools including training courses, events, and insight-led articles.
We designed a layout that combined bold geometrical interface with carefully selected imagery creating unique modern look, additionally enhanced by introduction of intricate iconography to illustrate the content.
UX, UI & art direction: Marek Charytonowicz
Client: Initials CX
IA + UX
Capturing the intangible
Negotiation expertise is not a tangible product. It can not be represented by a sleek product shot that fills the screen and sets the look and feel of the website. And since the brand look and feel was already established by the Initials' design team, our main task and challenge became to create interface that, while focusing on usability, delivered a unique visual experience bringing the brand to life.
The outcome was very much liked by the client. It provided clear information hierarchy combined with carefully selected allegorical imagery representing individual sections and sophisticated linear illustrations that were designed based on original examples created by Initials' team as part of the branding exercise.
Website design
