City of London
The Project
In 2019, Digital Echidna partnered with the City of London to update their website and brand colours.
As technology evolves and becomes more accessible, residents, customers, and visitors to the City’s website have increased expectations about how they can access London online.
Heightened expectations, combined with rapidly changing technology, have meant that the City has not always been able to develop and implement all of the newest enhancements that would aid the City of London.
Client Expectations:
Increase community and resident satisfaction with their service experience within the City.
Increase responsiveness to our customers through more efficient, effective customer service.
Reduce barriers to residents’ access to information and relevant City of London services.
“This is not a tweaking of our current website;
it’s an entire refresh.”
Lynne Livingstone
Deputy City Manager
New Look
Updating a brand is tricky, especially when working with such established identities as the City of London.
The tree logo is very recognizable; you don’t want to mess with that, so updating it had restrictions: the iconic green and silver HAD to stay, and the logo itself was not to be modified.
Granted, these aren’t super restrictive, but they’re still limitations.
Our approach was to expand the green and silver colour palette and add some brightness and warmth to the new site using vibrant colours that won’t detract from the core green and silver.
P R O J E C T T L ; D R
THE ASK:
Provide easy access to City information and services to the community, increase customer satisfaction while delivering and maintaining innovative technological solutions, and update the look and feel of the website.
THE RESULT:
Delivered enhanced customer engagement and services, added AODA WCAG 2.0 AA Standards compliance. Performed user surveys, focus groups, and usability interviews. Designed and built the website, created an icon library, and a complete style guide.
CREATION DATE:
2020
