challenge
The project faced several challenges that needed to be addressed:
Low budget: The project had limited working hours and only a third of the budget compared to previous years.
Fixed client expectations: The clients were mentally fixed on the project's previous look and had specific expectations for its design.
Unique and original project: While maintaining the legacy of previous projects, the team needed to create a unique and original design.
Target Audience
The target audience for the landing page was Netafim's employees, consisting of approximately 5,000 staff members across 110 countries. The age range varied from 24 to 50, with diverse roles ranging from operations personnel to sales, engineers to marketing. The majority of employees had average technological abilities, primarily in Microsoft software.
Wireframes
After arranging the texts and processing them, I started with the production of a low-fidelity wireframe on paper. I presented the wireframe to the client and we moved to a high-fidelity wireframe that includes the elements from the existing design that we wanted to preserve.
Design Process
Considering the reduced budget, the clients expected a design similar to previous years. However, I aimed to maintain consistency while introducing new and unique elements to sustain user enthusiasm and attention.
I created three different concepts for the project, focusing on re-use, impact, and continuity. After presenting these concepts to the client, it was decided to combine concepts 2 and 3, highlighting the impact and connecting it to the Earth's story that had been present in previous iterations.
Design Language
The design language for the landing page was based on Netafim's existing brand identity. It utilized their font and color palette, with the addition of a colorful figurative language to emphasize people and actions. The logo representing the "using less, doing more" movement served as a typographic motif, breaking down sentences into actionable steps. The color scheme combined Netafim's blue with a palette of greens, symbolizing the connection between Netafim and environmental conservation.
The illustration language created for the landing page focused on showcasing people and their actions, demonstrating the reuse of materials and inspiring users.
Results
The landing page successfully conveyed information on how users can contribute to the planet through simple actions, while also promoting engagement and community building.
Hand-off
I provided training to the Netafim team on editing the page in Webflow, enabling them to upload images and edit content after the website went live.
Lessons Learned
The project allowed for improvement in technical abilities, specifically working on a digital experience website in Webflow. Additionally, it highlighted the importance of establishing a strong and creative relationship with customers within a limited timeframe, exceeding their expectations.
By addressing the challenges and achieving the goals set for the project, the landing page served as a platform to inspire Netafim's employees and foster their commitment to environmental preservation.
