Framing Innovation as a Business Growth Strategy
Research
Visual Identity
UX/UI Design
Project Introduction
IDi – innovation consulting startup
IDi is an innovation consulting company within the H&A group. They specialize in turning innovation into profit by helping companies manage their intangible assets and drive business growth.
Their clients come from a range of industries, but all share a common goal: investing in research and development to stay competitive.
The challenge was to create a brand and digital presence from scratch, while clearly communicating the value of innovation consulting — a concept many potential clients struggled to understand.
My role
Strategy
Discovery Workshops
User Research
Product
Web Architecture
Prototyping & Testing
UI Design & UI Kit
Brand
Visual Identity
Art Direction
Presentation Design
Discovery Phase
Decoding complex offerings
Through stakeholder interviews and research, we identified that innovation consulting services were perceived as abstract, complex, and difficult to connect to concrete business outcomes.
The key problem: potential clients didn’t fully understand the value of IDi’s services or how they could contribute to the growth of their business.
Our goal became translating IDi’s offering into a clear and credible narrative. Brand strategist Zule San developed the positioning “Growth Through Innovation.” This concept framed innovation as a structured approach to business growth.
Visual Identity
Aligning creative direction with the brand vision
The visual identity was built on H&A’s existing brand direction while introducing a fresh system that distinguished IDi as a new venture. Key elements included:
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Expanded color palette based on H&A’s burgundy
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Custom iconography to explain abstract concepts
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Clean, structured visual language to support clarity
UX and UI Design
Structuring specialized services into a clear experience
We focused on the innovative approach to services that the company had been using so far and formally named it the IDi 360º Methodology, which became the central point of communication. We simplified technical and legal language so it spoke directly to clients.
I created a modular website structure aligned with the methodology and designed over 20 content sections, each tailored to specific client needs. This approach allowed potential clients to navigate the website easily and understand the full value of IDi’s services from their first visit.
© 2024 by Paulina M. Blasco