website design, brand system


Create a design system using an existing brand that is able to be applied to a wide range of marketing and product-based applications, used by a global team of designers and developers.


Dramatic, visually-rich photographs of predominantly natural scenes were selected as a foundation for Exela’s marketing image strategy. Such photos are visually-interesting, relatively easy to acquire in large quantities, and can tell a story or convey meaning across a broad topical spectrum. Content categories are assigned a natural theme or biome to provide a conceptual structure for viewers, as well as organizational guidance for Exela's own internal efficiency. The new design system was launched as part of a large-scale website redesign project.