SOOP Strategies Report & Website

SOOP didn't have too much of a brand so I referenced some elements from their previous website to create a design system for the report. This included using dotted elements used as a textural and organizational element, boxes, simple icons, illustrations, and great photography they had from onsite visits with their clients/partners. This served as the starting point to update their website as it looked a bit dated, had some organizational issues with it, and so they could more easily post case studies and blogs on it.
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View the report.

I performed an audit of their old site and a competitive analysis to identify what areas were working well, needed improvement, and how to stand out from other ESG focused businesses. Then I put together the site architecture and a low-fidelity wireframe with an emphasis on highlighting case studies first. SOOP and I aligned on structure, organization and content pacing to ensure we were building in key sections.

Since the design direction started with inaugural report I did for them, I refined that approach for brand consistency. I applied an evolved design approach for web to a medium-fidelity prototype that established a consistent but flexible system. Most site modules had two to four variations we could use or adapt to different content. 

I used large type, striking photography and their primary red to draw in attention. A dot pattern was used to add some texture to the website as opposed to an organizational element like how it eas used in the report. The updated site is much more structured and has a clear direction to lead viewers into hiring SOOP.

SOOP and I are current in discussion to capture this brand properly in a guide as well as refresh new business materials such as stationery, presentation templates, and newsletter templates.

Client • SOOP Strategies
Date • July 2023
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Web Development • Joey Macneil
Copywriting • Alison Bell Ashley
Photography • Sabrina Dias

View the website.