navigating change as mawuena launches a new wesite
Corporate Collective support students and young professionals to stand out in the corporate world and on LinkedIn. In this project, I collaborate with Mawuena to use a new website as a channel. During the process, the business faces redirection which leads to the best.
Mawuena, Oluwatimilehin (Core team)
main opportunity
"we need a visual experience which stands out to a visual generation"
Research showed how fellow players in the career industry, within the United Kingdom, lacked on communicating their visuals. I conducted competitor analysis on 10+ organisations, where I noticed how visuals can set up Corporate Collective for success.
Recognising the platforms young people are often on, like TikTok, text is condensed and made more visual to consume. In order to better reach our target audience, I crafted a series of visual assets in order to communicate the message of Corporate Collective.
Communicate the end goal through imagery, to book an intro meeting with Mawuena
Emphasising the "standing out on LinkedIn" by illustrating a boost in profile views
A calendar reminder to play on the strong organisational skills of our target audience
Communicating impact on LinkedIn through profile views and client testimonial
communicating to target audience
Defining how users interact with touch points of the website
In as much as Corporate Collective focused on students and young professionals, the company works with Schools and Businesses to deliver workshops. This meant creating awareness of the opportunity for young people whilst leading these schools and businesses to book a service.
Displaying benefits to schools based on their needs and pain points
Displaying benefits to organisations based on their needs and pain points
strategy redirection
Leveraging maweuna’s following to build awareness of corporate collective
However, after some consideration, Mawuena decided to change the direction to put Corporate Collective behind her successful personal brand.
Mawuena has over 12,000 followers on LinkedIn and her content has impacted over 500,000 young professionals, and 40+ companies through. It was fit to leverage this influence to grow Corporate Collective’s business.
This meant redesigning the website to reflect the change.
Sharing thoughts on LinkedIn post project
new strategy, new design, new results
messaging, colours and imagery - it’s all pristine
Within 2-3 seconds, an impression has been made on the website. Through a strong dark blue and professional messaging, users can grasp an understanding og who Mawuena is. Alongside a reel of Mawuena’s previous talks and workshops, to build credibility with the user. All within the first 5-10 seconds of being on the site.
Initial version - Professional headshot to showcase new vision of utilising Mawuena's brand
Updated version to show work reel and bring more dynamics to the website
generating revenue and impacting our audience
Advancing the business growth by targeting organisations.
Now businesses can have a better understanding of how to book Mawuena. Targeting the business helps Corporate Collective to equip more young people. For each school workshop is around at least 30 people being touched. With each workshop of leaders is 10 networks being impacted.
It’s a three step process to book Mawuena. See, understand, book. First to see the service, have more context and make the decision to enquire or book. It’s that simple because that’s the way it should be.
Use of clear messaging and testimonials to build credibility with user
optimising the mobile experience
sustaining an intuitive experience on mobile as most traffic comes through mobile devices.
As I was also developing the website, I chose to create a mobile friendly experience which accolades the website traffic from Mawuena LinkedIn network. Organisation leads may be scrolling on their phone, to ensure their booking experience remained simple - I adopted the websites responsiveness to meet their need.
Initially developed design
visual language
It was important for the visuals to stand out amongst fellow industry businesses (cannot be named due to discretion).
Through a new font, General Sans, the typography became clearer and more accustomed to Mawuena's professionalism.
To compliment this, we opted for a dark blue which relates to trust, strength and aligns with accessibility standards.
Visual language of the website
Testing white text against accent colour (corporate blue). Passes with 7:57:1 contrast ratio
Testing accent colour on light blue for button. Passes with 6:63:1 contrast ratio
handing off the final project
project set up: update key points of website in less than 5 clicks
Mawuena wanted an easy way to make changes within the website, without needing an extra hand. I achieved this by setting up the Framer project with variable components which allow changes to be made without affecting the website.
Then I created created guides via Loom to explain the process of achieving this. After doing so, Mawuena has been able to update her website with ease and maintain the design of the site.
Recording loom video on how to change an image within a few clicks
key takeaway
final thoughts
Business redirection can first be a shock but worth it when it succeeds. For Corporate Collective, this proved to be true by leveraging Mawuena’s personal brand to build attraction to her business.
media coverage & testimonials
mawuena akator linkedin
Corporate Collective started as a rough idea. On a blank page. At the time, I had an idea. But no clue how to bring it to life visually. I knew what I wanted it to feel like. I had the vision. But I needed someone who could see it with me. Enter Oluwatimilehin, the web designer who didn’t just build a website, but helped me piece my ideas together.
From the colours to the layout, he got it. The whole process taught me. You don’t need to know how to do everything but need the right people around you. Oluwatimilehin's work reminded me that execution is easier when your people get it. Professional. Creative. And most importantly, he listens.
David Ogaga
"Oluwatimilehin stands out with a great problem-solving skills and creativity in UX design. I eagerly anticipate his continued growth and success in UX."
Senior Product Designer, Yassir
design archives - linkedin
Design archives #2: website build with Corporate Collective x Mawuena Akator