Data Dash provides data entry, document capture, and automates manual processes to help their clients save time and money. They’ve increased the efficiency of universities, nonprofits, and other huge businesses in the area, but their website wasn’t sending the right message. They needed an update to represent their friendly, high quality business and showcase the depth of their experience and services.
In our initial discussions with Sue Morton, the owner of Data Dash, she revealed that her website had become a limitation for her company. Data Dash provides multiple services, but often clients would only know them for one or two services, not realizing that could take care of other projects with Data Dash as well. She also felt that her website did not convey the depth of their professional experience and made them look like a “small fish in a big pond,” when in actuality, they serve huge clients like Monsanto and St. Louis Public Schools.
Our goals were to change these perceptions entirely and give Data Dash a site that expressed their friendly attitude and hard work ethic.
Our biggest goal in the design phase was to create a site that was professional, but very friendly. Data Dash prides itself on their helpfulness and openness with clients, so we wanted to make sure that while the site was clean, it was also warm.
Data Dash’s existing branding included a bright teal and orange in its color palette. Building from these colors, we brought in some rich purples, and a deep red-pink. This palette not only came across as friendly and bright, but also differentiated her from her more button-up competition.
Our font choice was a clean, san-serif called Work Sans, that plays the balance between friendly and professional. It is legible without being boring and gives off an air of friendliness that we felt like captured the personality of Data Dash.
We used diagonal lines to capture the feeling of speed because Data Dash offers quick turnaround and used our colors to create overlapping shapes and areas of interest.
Structurally, we wanted to create easy-to-implement modules for content. This would give the site a feeling of consistency and organize content in a way that was visually interesting.