Less noise, more navigation.
CONTEXT
The NCA is the trade association for the U.S. confectionery industry: the hub its members, partners and press rely on. Years of additions had left its site crowded with colors, elements and competing priorities.
CHALLENGE
Modernize the brand and overhaul the UX without losing the equity of an established institution, and leave the internal team able to maintain the standard after the agency steps away.
Brand Refresh
UX Design
UI Design Templates
APPROACH
Simplify, educate, systematize. The refresh began by removing: a simpler palette, one typographic hierarchy, fewer competing elements. We walked NCA’s stakeholders through UX best practices so every decision was understood and defensible internally, then redesigned the site and built page templates so new content lands on-brand by default.
Designed and directed as Design Director and Lead UX/UI at Bald Agency.