Hybrid Events
MeetingPlay • ’2021 - ‘2022 ↯
OVERVIEW – SCROLL ↯
Role
Sr. Lead UI Designer
Team
Kevin Haag: Dev
Nick Mueller: Lead Designer
Isaac Swiderski: Project Management
Kathy Cline: Copy Writer
Timeline & Status
6 Months, Launched 2022
View Site: meetingplay.webflow.io
Overview
MeetingPlay.com underwent a comprehensive redesign to modernize its brand identity and elevate its digital presence. As a leader in event technology, MeetingPlay needed a refreshed look and user experience that aligned with its innovative solutions and the evolving demands of the virtual and hybrid events industry.
The redesign was driven by the need to address an outdated visual identity, improve user navigation, and better communicate MeetingPlay’s value proposition. By aligning its digital presence with its mission to create impactful event experiences, the refreshed website now showcases a contemporary aesthetic, intuitive functionality, and a cohesive brand message that resonates with modern audiences.
This redesign not only modernized the brand but also reinforced MeetingPlay’s position as a forward-thinking industry leader, poised to meet the challenges of an ever-changing event landscape.
BACKGROUND – SCROLL ↯
Strategy
Background
With the surge in virtual and hybrid events driven by the global pandemic, the events industry experienced dramatic changes. MeetingPlay needed a digital presence that would resonate with modern event organizers seeking cutting-edge solutions tailored to their unique needs.
Challenge
The previous branding lacked the visual sophistication and contemporary feel necessary to compete in an industry increasingly focused on high-quality user experiences and sleek digital aesthetics. The website's navigation and information architecture did not adequately support users in discovering the full breadth of MeetingPlay’s capabilities, often resulting in missed opportunities to connect with potential customers.
Goals & Objectives
The redesign aimed to create a cohesive brand identity that would not only modernize the look and feel of MeetingPlay.com but also improve user experience, strengthen brand positioning, and drive engagement with current and prospective customers. The refreshed website would serve as a platform to effectively communicate MeetingPlay’s value, showcase its product offerings, and reflect its commitment to empowering exceptional event experiences.
FINDINGS – SCROLL ↯
Discovery & Research
Interviews
In our stakeholder interviews, we engaged in open-ended discussions and probed into the underlying motivations and requirements behind the rebranding initiative. These conversations yielded insights into their objectives, desired outcomes, and the challenges they were facing.
Sales Training & Demos
This allowed us the opportunity to immerse ourselves in MP's event platform and product offerings by reviewing their sales training materials and product demo videos. This deeper understanding enriched our approach in our design strategy.
Competitor Analysis
During our Brand Sprint, MP's competitor analysis revealed common trends like friendly visual language, risk-averse branding, and reliance on stock photography. To achieve MP's goal of a distinctive luxury appeal, we identified the need for an authentic and bold design approach to stand out and build trust.
UX Audit
The brand's focus on products left their website's user experience underdeveloped. We analyzed data, user feedback, and personas to simplify architecture, refine user flows, and enhance site performance.
Tech Chic
The aesthetic here was to deliver that lux emotion or elevated feel the client was looking for. Through logo styles, in action presentations and authentic photography, a darker riskier trendy color palette, typeface styles and different icons usages.
Approachable Elegance
A play off MP’s competitors with the material aesthetic, light standard color palette, abstract iconography to represent products, with a more staged art direction.
Tech Chic
The aesthetic here was to deliver that lux emotion or elevated feel the client was looking for. Through logo styles, in action presentations and authentic photography, a darker riskier trendy color palette, typeface styles and different icons usages.
BRAND IDENTITY – SCROLL ↯
Branding
Tech Chic
The aesthetic here was to deliver that lux emotion or elevated feel the client was looking for. Through logo styles, in action presentations and authentic photography, a darker riskier trendy color palette, typeface styles and different icons usages.
RESPONSIVE WEB – SCROLL ↯