A new cohesive Ubuntu suite rebrand concept
Role: Visual Designer
Company: Ubuntu
Platform(s): Web, Mobile
INTRO
About Ubuntu
Ubuntu is a modern, open source software operating system that runs from the desktop to the cloud, to all your internet connected devices. Canonical (the company behind Ubuntu) has a range of other software packages that they offer to help with their OS and cloud services.
The Canonical product suite
THE PROBLEM
Inconsistency is not key
The company’s website initially contained a selection of pages dedicated to each of their products. Although allowing them to individually stand out, the pages lacked a cohesive visual language that clearly linked them to the overall Ubuntu brand and website. Each page had a unique set of requirements, whether it was to encourage users to buy or download a software or contact the business to arrange a demo. The business wanted to address the inconsistency of each of these pages whilst exploring a unique identity for the products.
Examples of each of the Ubuntu suite product web pages
MY ROLE
Design with purpose
As project lead, I began by analysing the product pages of Ubuntu competitors and exploring inspirational brand examples. I created a cross comparison matrix which scored criteria such as content, structure and layout. The matrix allowed me to identify key features and develop a list of desirable traits our pages should contain.
Ubuntu competitor page analysis - Redhat, Fedora, Mirantis and Hortonworks
Inspiration product page breakdowns - Usecontrast, Spectrum, Dovetail and Stripe
This helped to highlight opportunities to customise each page for different brands e.g. takeovers, footers etc. This list became the basis for my initial wireframes.
Defining customisable features on the product page template that could be used to differentiate across each Ubuntu product
Next, I explored the current visual design language of the Ubuntu products. This proved challenging as I needed to represent them uniquely but cohesively. I explored concepts that used the products logos, marks, Ubuntu's internal ‘Suru’ design style and the company products colours. The difficulty was finding a system that allowed for variety but maintained accessibility of content on the page.
Example of visual design directions to explore branding for a single Ubuntu product - Juju
The strongest concepts in my opinion combined a gradient and graphic either the Ubuntu ‘Suru’ or product marks.
A full suite concept looking at gradients combined with the in house ‘Suru’ design style
THE IMPACT
Making a difference… one pixel at a time
I presented my explorations to the design team and senior management which outlined the projects findings and processes. As a result, changes were made to the product landing pages and altered how their information was presented. Unfortunately, due to the strength of the Ubuntu’s product branding, they kept their existing designs.
One of my final high fidelity concepts demonstrating a cohesive design style for the Ubuntu product suite
TAKEAWAYS
You don’t know what you’ve got until its redesigned!
As a new designer, I found leading this project challenging. The pressure of redesigning at such a large scale for such a recognised brand felt daunting. I found that the more I explored, the less confident I felt in the design exploration. Overall, the experience was very rewarding as it tested my creative process and ability to make justified design decisions.
Failure is part of the design process!
When presenting ideas to stakeholders, documenting design decisions is a powerful tool
Explorative exercises sometimes reinforce the strength and identity the brand already has
Rebranding exercises require a large overhaul of assets and should be approached with caution