Impetus
Web Design, Visual Identity, Motion Design
Agency
Material+
Impetus helps enterprises modernize through cloud engineering and data solutions. However, their brand and digital presence no longer reflected the true sophistication of their work.
Working alongside a multidisciplinary team of copywriters, motion designers, strategists, producers, project managers, and developers, I helped redefine the visual identity and digital experience for the brand. Together, we established a bold and modern design language that balanced technical credibility with a more approachable and human tone.
We established the visual system first, providing a strong foundation for both the website and brand video. As the experience expanded, I designed nearly eighteen distinct page types and developed the site's navigation architecture. This ensured customers could easily navigate a complex ecosystem of products, services, and industries.
PROJECT 05
From navigation to page hierarchy, every decision was designed to reduce complexity and support discovery.
The visual identity we developed gave Impetus a sharper point of view. It established a distinctive presence within their category and helped them stand apart in a crowded space.
Results
The resulting identity system brought greater clarity and cohesion to the Impetus brand. It successfully aligned their digital presence with the actual innovation and expertise behind their offerings. While aspects of the site have evolved since our initial engagement, much of the underlying systems architecture and experience framework remain intact.
This project reinforced the value of establishing strong foundations early on. It proved that thoughtful systems and information architecture can continue to deliver value long after the visual layers change.