Rebranding and positioning a “Little League for Esports” coaching and development platform.
tone of voice
web ux and ui
RENDERING AND ANIMATION
Vanta had a great product and a great mission - helping scholastic and sporting organizations build safe and sustainable Esports development and coaching programs. What they didn’t have was a great brand design or a website that captured the security of the offering for parents and schools, and the excitement of being in the program for the kids.
Vanta posed a challenge - a wide range of audiences; kids, parents, schools, associations, meets multiple strands of influence; colleges, sports and, of course, video games.
We took the three main strands and began iterating, working very closely with the Vanta team to understand how their different audiences interact with them now, and how they will in five years time. This enabled us to make informed design decisions that brought those three strands together in a cohesive, characterful way. We were delighted with the results. #Squidlife.
Vanta needed to feel authoritative, it needed to feel secure, it needed to feel like it was born of video games, and it needed to feel fun. There were a lot of iterations here, there was a lot of time spent, and a lot of fun had. We could have had three versions of Vanta come the end - and hope we gave the Vanta team some sleepless nights making the final choice. But in the end, we all agreed.
The Squid had the vote.
The inspiration for the graphics came from the smoke trail left by players or cars zipping through a video game. They were created with Octane Render in Cinema 4D. Initially exploration to capture the essence of the brand, they became a centerpiece of the web design.
Design only works if it’s practical and can be used. Jumping off from the brand explorations we developed a modular UI kit in Figma for the website that could be mirrored in Webflow. This enables the Vanta team to spin up new pages at will, without the need for in-house design or development resources.