Graham Smith - Internet and intranet web designer

Online brand refresh for Principality

A project that started with refining the mortgage application process ended with a brand refresh for Principality. The ripped edge effect on the masthead and call-out boxes adds a human touch.The tiny illustrations also add a distinctive character and personality to the site.

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Why good design matters
No one likes or enjoys using poorly designed products. Poor design undermines people's perception of a business. From the customers point of view, the experience on the site is the business.

People are not necessarily interested in functionality but are more concerned that the products are useful, easy to use and provide a pleasurable experience. Web sites and other digital devices need to project their value to these kinds of people.

Here you will find an overview of my experience, some case studies and some thoughts about how, through design and consultancy, I help businesses build brand experiences which benefit them and their customers.