Creating a Gentler User Experience for Gas-X.com
Our vision for the new website was to create something softer in both language and design. The existing campaign and website were a stark navy and white with a lot of jokes, we felt it would better serve our users to have a gentler experience with more empathetic language. We introduced a soft cream color to the primary palette with some secondary pastels. We also added some organic curves and rounded edges to the design language to soften everything up.
Finding Relief in a New Direction
We prepared an alternate pitch to this knowing it may be risky shifting their branding and campaign away from where it’s been from the past few years, but the stakeholders absolutely loved it and were excited about the new direction. Instead of harsh colors and crude jokes users are now greeted with a modern and soft experience that helps them find relief.
