Unifying the Brand
Ethicon Endo-Surgery, having evolved over several decades, found themselves with a bit of a visual identity crisis. Each of their customer segments was served by a different division, and each division had its own brand. Recognizing that they had to unify their brand, they hired Landor and TBWA/Chiat to help them bring everything under control.
I was hired as an independent art director to help translate the new brand to the web, and create a cohesive visual system for what would ultimately become five websites under a single brand.
The user experience was still being developed when I was brought on board, and so we began the visual design process with a set of "style tiles", in which we explored the visual elements in a loose context. These mockups are a way of quickly exploring visual and interactive elements without getting caught up in the details of the specific content and UX.
Once the wireframes were complete, we were ready to begin look and feel comps.
Because there were several stakeholders and levels of approval that were required, we went through several rounds of look and feel comping and adjustments. Below is one of the early versions of the homepage and a key product page.
Through careful iteration and exploration, collectively with the client, branding team, advertising team, designers and developers, we collaboratively created a look and feel that met the needs of all the stakeholders involved.
With the look and feel as a solid foundation, I worked with the UX team to determine which pages and states were needed for the rest of the project.
In the end we designed hundreds of pages and states. We worked with the development team to make sure everything was properly implemented, and Ethicon emerged with a unified online brand that they could have confidence in as they evolved into the future.