A Financial Technology  Website - Ledgerowl.com

Ledgerowl wanted to redesign their website to showcase their new service offering

The goal was to create a more user-friendly and visually appealing experience for visitors. The redesign focused on simplifying navigation, making it easier for users to find information about the new services. Key elements included a clean and modern layout, improved menu structure, and intuitive content organization.

We explore several concept for the new brand direction

For a long time we operated without any sort of consensus of what Design is at Supabase: what are our values, what do we like, what do we not like? It’s surprising how far you can get without these. After three years, we noticed that we were drifting into contradictory aesthetics and it was becoming challenging to support other teams. When Supabase was founded, the team agreed on a set of Product Principles. Internally, we’ve expanded this concept to all teams, products, and functions at Supabase.

The Design team adopted and maintain two sets of principles:
- Aesthetic Principles
- Product Design Principles

Aesthetic principles
We needed to agree on what we collectively like and dislike on an emotional level. Aligning on a common aesthetic avoids debates on individual elements.

For us, the brand boils down into 3 characteristic.

• Smart, our name & logo is literally an owl.
  

• Trust-worthy. Business/finance is all about trust.
  

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We explore several concept for the new brand direction

After the team voted on their likes and dislikes, patterns begin to emerge: colors, tones, shapes, typography, layout, etc.We used these preferences to build higher-level alignment, leading to our founding principles such as:Timelessness#
We always ask critically: will this still feel good in a few years?
Are we following a trend we’ve recently seen?
We buck trends, not follow them.
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Less is more#
Always remove the fluff
Remove overbearing information
Dieter Rams ftw
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We enforce these principles by following agreed tactics: mantras such as “be more subtle”, “simplify simplify simplify”, “use brand green only for CTA”.This has helped the team push in a unified direction. Perhaps you have already noticed recent updates? They are more fine-tuned, more subtle, use less green, and so on.

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We want to promote their new service offering

Ledgerowl wanted to redesign their website to showcase their new service offering. The goal was to create a more user-friendly and visually appealing experience for visitors. The redesign focused on simplifying navigation, making it easier for users to find information about the new services. Key elements included a clean and modern layout, improved menu structure, and intuitive content organization.