A new site and refreshed identity for a Boston-based media agency.

Gupta Media is a powerhouse of a digital media agency located in the heart of Boston. After living with their previous website and visual identity for about a year, they wanted to make a change and rethink their visual identity and information architecture of the site.

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Services Provided:

Visual Identity
Information Architecture
UI Design
User Experience

The Approach

The previous identity felt heavy and overly-saturated with color and design elements. The site was difficult to navigate, wasn’t generating leads, and the bounce rate was very high. It was clear the visual identity and information architecture needed an overhaul. After lots of research, trial and error, and hard work, the new Gupta Media identity and website was born.

Visual Identity

The goal of this project was to create a design system and layouts that didn’t compete with imagery and information, but still felt unique to Gupta Media. The result was a brand that feels clean and high-end, but still includes pops of color, pattern, and shape.

UI/UX Design

Before starting the redesign, many hours were spent researching other agency sites in the advertising space to form a competitive analysis. After looking critically at the state of the Gupta Media website, the decision was made to deconstruct the previous site and content map and start from scratch. New additions to the site include a blog, a robust case study archive, and capability pages. Some pages from the previous site were either archived or dissolved into other sections of the site for a more user-friendly experience.