Lamington Digital

Designing a responsive website for Lamington Digital, refreshing their existing brand to create a modern, playful digital experience designed to increase leads and better communicate their expertise.

Lamington Digital is a Melbourne-based marketing agency looking to modernise its website and create clearer pathways for potential clients to get in touch. I led the UI design from initial creative direction through to final responsive layouts, working closely with the agency’s owners and directors. I began by developing moodboards and homepage concepts, using competitor research to explore how Lamington could differentiate itself from other agencies while still communicating trust, experience and professionalism. I researched and sourced imagery for the site, developing an art direction that felt inspirational and aspirational while communicating growth and achievement without relying on the clichéd imagery often associated with marketing agencies.

Working from their existing blueberry and lilac colour palette, logo system and Darker Grotesque typeface, I developed a complete UI system across the site, including type hierarchy, components and responsive desktop and mobile layouts for every page. I introduced gradients, transparency, rounded pill forms and subtle movement to create a more approachable and collaborative feel. Particular attention was given to the user journey, CTAs and content hierarchy to encourage visitors to enquire, while the considered image direction helped give the site a more distinctive personality. The completed designs were handed over to development to bring the new site to life.