THE BRIEF Assedo Consulting, an infrastructure planning and community engagement firm bridging government, contractors, and communities, was ready for a rebrand and new website. They needed to convey the depth of their technical expertise through a voice that was approachable, trustworthy, and genuinely fun.

THE CHALLENGE Assedo's work is complex and layered - spanning multiple project types, stakeholder groups, and government contracts. Their existing brand didn't reflect the warmth and energy of the team, and their website had grown difficult to navigate as the company's portfolio expanded. The design challenge was making something technically sophisticated feel immediately accessible without dumbing it down.

MY ROLE As Lead Designer, I spearheaded the full rebrand and collaborated with UX Designer Ashlyn Poole to ensure the visual direction served both brand goals and user experience objectives. Three key design decisions defined the outcome: a new site architecture that made the work easy and enjoyable to explore; a custom playful asset system to add personality and visual emphasis throughout; and a photographic overlay system that enlivened Assedo's project storytelling with energy and cohesion.

THE RESULT The rebrand gave Assedo a visual identity as dynamic as the work they do - a website that reflects the team's character, communicates their expertise clearly, and makes a complex portfolio feel inviting to explore.

Team: Ashlyn Poole — UX Design, Alpha Graphics.

Brand Identity · Digital Design · UX Design · Art Direction