Harriman’s Website Rebrand Process and design thinking

Go behind the scenes into the Harrimans web design refresh and process of how I craft my design from start to finish.

Part 1

Deep dive into the existing brand

I first begin with research into the existing brand presence on social media, google, and other business websites. Anaylaze their brand assets such as web design, digital assets, and print design looking for common elements to enhance the brand.

The client wanted to center the refresh around the vibrant Pink van and the sunburst pattern. Common elements spread across the print and digital designs. Looking deeper into the design influences of the brand I identified elements from the Psychedelic design of the 1960/70.

Design Element Influences:

  • Art Deco-inspired typography

  • intense vibrating colors

  • free-flowing lines

  • heavy black line icons

  • And sunburst kaleidoscope pattern

part 2

Crafting a Mood board and solutions to Obstacles

Inspired by 1970s advertising which differs from the psychedelic design typically thought with music festival posters. 1970s advertising is more simplified in design focusing on saturation, and easy-to-read headlines. I was First inspired by the art deco typography and color saturation of a 1974, 7UP print ad which led me to other inspirations like a 1970s Burger King ad for its Oval imagery and overlapping elements, Free-flowing retro strips, and black borders on rounded flat shapes.

Harriman’s biggest obstacle is their color palette which poses the question, how do I use these colors in a way that is not overwhelming? Inspired by a Lustre-Creme shampoo ad the key was a shift in color from cool gray to a warm cream. I was able to neutralize the vibrancy of the pink making the focus on the content, not the color.

Harriman refresh web design

Part 3

Web design concept

Designing with the 1970s in mind I crafted a consistent branded experience, incorporating elements such as the distinctive pink logo mark and art deco-inspired headlines. A free-flowing retro strip, picking up the red of the logo, runs throughout, emphasizing featured icons. The curved version of the sunburst, inspired by the pinwheel in the logo, includes a black line icon that fills with pink on hover for a retro feel. Round black-bordered text boxes with saturated pink on cream overlay bold pink, maintaining a balanced presentation without overwhelming the viewer. The cream box on top of the brand sunburst is a recurrent motif, and only brand images are used for a personal touch, conveying authenticity and credibility. Notably, in the "Why do we wear pink?" section, the brand's slogan, "The Guys In the Pink Truck," is highlighted, and the narrative delves into Harrimans' participation in a local charity run for breast cancer awareness. This unique involvement adds a layer of trustworthiness through social proof, underscoring the company's commitment to the community and setting it apart from competitors.

Website launching December of 2023