Role: Lead Designer & Frontend Engineer
Project Overview
Following the success of the International Telecoms Week (ITW) redesign, I was tasked with revamping the broader Capacity Conferences portfolio. The goal was to unify the branding and user experience across a diverse range of global events, each with its own unique identity yet under the Capacity umbrella.
The existing web presence for these events suffered from fragmented branding and inconsistent user experiences. Our objective was to simplify the online experience, modernise the design, and create a cohesive digital presence that aligned with the strength of the Capacity brand.
Strategic Approach
We collaborated closely with business stakeholders to develop a brief that aimed to:
- Unify the branding across all events while allowing for regional differentiation.
- Simplify the user experience to make event information more accessible.
- Implement a flexible design system that could adapt to various event formats and locations.
The approach mirrored the successful elements of the ITW redesign: bold, colourful, and simple design, combined with a robust backend infrastructure to support scalability and ease of management.
Implementation & Deliverables
Key deliverables included:
- A unified design system encompassing top-level logos for various event series, with differentiation through copy and colour for individual events.
- A component library and frontend stack capable of generating assets for and adapting to each event series brand and sub-brand.
- A responsive, user-friendly website that improved accessibility and engagement for event attendees.
The project was well-received, with the design system providing a modern, cohesive look and feel that strengthened the overall Capacity brand.
Outcome & Lessons Learned
Despite the project's success in design and implementation, it ultimately did not reach full deployment. Midway through development, significant changes in business requirements led to a shift in priorities. New events with radically different branding were introduced, and fundamental shifts in event management occurred without prior communication to the team.
As a result, the project was paused, and a decision was made to start from scratch with new requirements. While disappointing, this experience underscored the importance of aligning agile processes with top-level business strategies.
It highlighted how, even with a well-executed design and development process, external factors and shifting business priorities can impact the success of a project.
