Socialist Website Redesign
Role: Art Director / UX/UI Designer (Contract)
Company: VMware
Skills Used: Visual Design, UX Strategy, Branding, Competitive Analysis
Overview
Socialcast, an enterprise collaboration platform, needed a redesigned website to align with VMware’s corporate identity while maintaining its startup appeal. My role was to craft a visually engaging and strategically aligned experience that would enhance brand perception and increase engagement.
Problem Statement
The original Socialcast website lacked visual cohesion and brand consistency after VMware’s acquisition. The challenge was to:
Modernize the website while retaining Socialcast’s startup energy.
Ensure brand alignment with VMware’s corporate identity.
Improve user engagement and information clarity to drive sign-ups.
Approach & Process
Research & Competitive Analysis
Conducted a comparative analysis of competitors’ websites to assess industry best practices.
Analyzed VMware’s branding guidelines to ensure a seamless integration.
Identified key audience needs and pain points to inform content hierarchy.
Visual & UX Strategy
Crafted high-fidelity mockups that blended Socialcast’s visual identity with VMware’s structured, enterprise look.
Selected relevant stock photography to enhance storytelling and reinforce product value.
Optimized content layout to emphasize Socialcast’s key selling points, such as real-time collaboration and enterprise security.
Design Execution & Stakeholder Collaboration
Worked independently while keeping close collaboration with VMware and Socialcast stakeholders.
Iterated on designs based on feedback from marketing, product, and executive teams.
Ensured consistency in typography, colors, and imagery to reflect both brands effectively.
Solution
A refreshed website that successfully blended Socialcast’s dynamic, community-driven appeal with VMware’s enterprise trustworthiness.
Improved information hierarchy and visual storytelling, making the platform’s benefits more compelling to visitors.
A responsive, user-friendly interface designed for scalability and future updates.
Results & Impact
Positive stakeholder feedback, leading to seamless approval and launch.
Successfully bridged the gap between startup culture and corporate branding.
Strengthened brand perception, increasing alignment with VMware’s enterprise credibility.
Enabled easier marketing efforts, as the site better communicated Socialcast’s value proposition.
Key Takeaways
Strategic brand alignment is critical when designing post-acquisition experiences.
Visual storytelling through carefully selected imagery enhances product messaging.
Independent ownership of design execution can drive efficiency while ensuring stakeholder alignment.