Bringing xDesign into the 21st century
A complete brand evolution with an accompanying website redesign.
The Brief
xDesign is an established product design consultancy located in Edinburgh, working with companies across various industries to assist in the design and development of their digital infrastructure. While its work and reputation were excellent, its branding looked quite dated and did not reflect the modern, cutting-edge approach of its design services.
The key objective was to develop a comprehensive rebrand to position the agency as a forward-thinking, creative leader in the product design space. The new branding needed to have a clean, minimalist aesthetic that appeared professional, yet conveyed creativity.
In conjunction with the rebrand, a new responsive website was required to replace xDesign’s outdated online presence. The website required simplified navigation and content structure for an optimal user experience.
The timeline for the combined rebrand and website was approximately 3-4 months. The integrated efforts were meant to elevate its market position and differentiate xDesign from its competitors.
A soft launch with big impact
After the new site launched, metrics showed users were spending significantly more time on the site, compared to the previous version. Average user sessions increased by 37%, meaning the updated UI and navigation boosted engagement. Additionally, there was a 63% rise in pages per session, indicating users were exploring deeper into the site to consume additional content such as case studies and service descriptions.
The increased user sessions and greater page views proves that the new design effectively showcases xDesign’s expertise in a manner compelling users to explore. The increases represent a substantial improvement in cultivating user interest and establishing the agency's reputation as innovative product design leaders.
"Investing in a total brand overhaul has reenergized our market presence. The cohesive look and digital experience finally align with the innovative thinking our clients have come to expect."
- Euan Andrews, CEO
