Web Design
Synthesis Website Redesign
30 May 2025
The Project
In 2025, we completed a rebrand of Synthesis. This lead to a overhaul of the website to showcase the new Synthesis brand proposition and visual identity. My job as the Creative Lead for this project was to tell the Synthesis story. I delivered this by working with our Head of Brand & Marketing and a team of designers and developers.
The Process
A website is one of the primary touch points for a brand to it's consumer. After an extensive rebranding exercises, this was the next step and we had to get it right.
Using methods such as user interviews and card sorting, we defined the brief by answering the following questions:
Who is our primary, secondary and tertiary audience?
What does this new website need to be - informatively, functionally and emotionally?
What worked well in the previous website, and what did not?
The 5 key brand characteristics we established during the rebranding exercises were also useful as guiding principles for the site’s user experience - clear, curious, progressive, tech and data credible, human.
This was all followed by rounds of rapid prototyping with key stakeholders to further craft clarity from ambiguity.
The final result was a site that conveys the synthesis offering, showcasing a culturally informed, curious, deeply creative brand whose best-in-class work speaks to its credibility
Impact
A website that clearly conveys Synthesis' unique offering, highlighting brands we have partnered with, extensive case studies to showcase how the work is done and the company culture.
Average monthly page views jumped 190% from 2040 to 5955 immediately post-launch.
On the launch month of May 2025 vs April 2025, the traffic increased by 187% (from 1578 to 4538).