BRANDING WEBSITE FOR AN INNOVATIVE ORGANIZATION WITH A GREAT HISTORY

As the first and only inhouse designer at Shanda in the United States, I worked directly with Shanda’s founders and was responsible for designing, building and maintaining the websites for Shanda and its subsidiary companies. I worked with the PR team and managed outside design agencies to create and maintain a company design system.
Responsibilities: Visual Design

About Shanda

Shanda used to be an internet giant in China in the 90s. It was also the first Chinese internet company to IPO in the United States. In recent years, after selling their stake in the company and its subsidiaries, Shanda’s founders transformed the company into their family office housing private investment firm and philanthropy (TCCI).

Branding

At the end of 2017, the company wanted to signal the change from internet company to family office. They also wanted to establish the company in the U.S. market. Our goal was to create a new brand and visual language that could encompass the great achievements of the past, but also carry the brand forward. I worked closely with an outside agency and the senior management of Shanda to develop new branding options and design guidelines.

Colors & Typography

Refresh The Websites

Once the design guidelines were created, we redesigned our website. I created some low-fidelity designs to discuss with stakeholders and demonstrate how we wanted the web experience to flow.

Once the main flow was fleshed out, I started to develop concepts for the high-fidelity design and interactive prototypes so we could start testing and get feedback from stakeholders and participants before beginning development work.

Mobile - Low-Fidelity

Mobile - High-Fidelity

Front End Development + SEO + Google Analytics

Once we received feedback and finalized the design, it was time to move on to development. I made rapid prototypes and generated Adobe XD CSS files for an outside developer’s to follow. I also implemented Google Analytics so we were able to track website traffic in order to optimize things along the way. The website was built on the Wordpress platform in order to facilitate easy content updates and changes.

Prototype

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