Accelerating
Business
Growth
design challenges
“Applying layers of motion blur to parts of images enabled us to create a distinct visual aesthetic that was not only relevant to ASG, but also highlighted their USP, speed & efficiency.”
The Client
Based out of Melbourne, Australia, ASG was created to provide an alternative to business financing for SMEs and Corporate clients.
Traditional bank financing tended to be rigid and slow to adapt to fast evolving financial landscapes. By leveraging the power of their advanced data analytics platform, ASG was able to provide a very real alternative to traditional lending.
Project Brief
The client wanted a website that conveyed the uniqueness of their business model and product. They wanted to strike a balance between a more traditional, serious corporate website and one that felt a little more playful and different.
Since this was a startup, we were also working with a limited budget and would have to prioritise the essential aspects of the site.
Services Provided
DIGITAL
- ART DIRECTION
- CONTENT WRITING
- Custom AnimationS
- FRONT-END DESIGN & Dev.
- INQUIRY & CONTACT FORMS
- AUTO-REPLY CONFIRMATION EMAILS
- CLOUD BASED SERVER SETUP
INDUSTRY ANALYSIS
VISUALS & FINANCIALS
We began by doing a thorough industry analysis and researching the competition to figure out ASG’s market positioning within the Australian financial landscape.
Next, we carried out our brand discovery process using our detailed questionnaire and several zoom meetings with the client to help us understand what they really wanted to say.
TAchieving the right amount of content in the appropriate tone is often more challenging than acquiring enough content.
To address this, we conduct a thorough content audit and undergo multiple rounds of redrafting until we are satisfied with the final outcome.
The research
Analysing The Industry To Determine ASG’s Ideal Market Position Within This Landscape.
Est. Players
Websites built for larger and more varied audiences tended to be structured logically with more traditional UI designs that were predictable and easy to navigate. They had well-categorised sitemaps with several layers users could drill down to.
On the flip side, these designs tended to lack a bit of character and personality, acting merely as placeholders for their frequently updated content. Understandable, as they did not need to work on building brand awareness.
Mid Tiered
These websites ranged across the spectrum from the clichéd, predictable template style designs to the innovative and inspired.
The latter half tended to have a bit more personality making them more memorable with Prospa and Driva as the standouts. Both websites used well-drafted content that spoke directly to their audiences with clean uncluttered designs that focused on the essentials funnelling visitors to the Call-to-action items.
the DESIGN CHALLENGE -
DIFFERENTIATE & INSPIRE TRUST
Non-bank Lending (NBL) has grown by leaps and bounds in the Australian market over the past decade. Everyone from large established brands such as Macquarie and Liberty to mid-sized players such as Azora, Driva and Prospa were vying for a share of the NBL market.
“Our challenge would be to separate ASG from the crowd in a manner that felt authentic and original.
We needed to highlight their differentiating factor in a memorable way while inspiring trust in their brand.”
THE INSPIRATION -
BLURRED MOTION
We took inspiration from ASGs core value and differentiating factor. Their ability to move faster both in terms of approving lending applications within 24 hours as well as their data analytics platform which helped businesses gain insights and make quick adjustments.
To highlight this, we created a visual system where we applied several layers of motion blurs to people in standard business settings.
This enabled us to create a distinct visual aesthetic that was not only relevant to the ASG brand’s USP but also created a distinct visual style that helped them stand out from the crowd.
Building on this theme, we applied simple mask reveal animations for the preloader, navigation and page transitions as well as several micro-animations to the buttons and links throughout the site.
Project Outcome
After several rounds of testing, we configured a cloud server and worked on optimising the final site as well as creating the required inquiry forms and auto-reply confirmation emails.
The client loved the final result and the new ASG website was successfully launched in mid-2023.
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