Full site redesign
Siena Analytics provides supply chain AI and analytics to keep distribution efficient. Their technology provides visibility into every package and sortation tunnel in distribution centers. Their previous website felt dated and did not match the level of innovation Siena brings to the table. I worked with the client to establish a new look and feel that could still work with their existing brand logo. I leaned into vector representation to explain and display their technology without revealing trade secrets.
My role as lead designer meant I had a hand in all aspects of this project. I played a large role in art direction, web design, brand development, and worked closely with an animator to bring illustrations to life.
Role Art Director, leading a Jr Designer, Animator, and dev team
Agency Message Lab
Demystifying the technology through illustrations
Line art illustrations and animations were a key component of the digital experience. Each was balanced enough to ensure they conveyed the value of the technology while remaining stylized and easily digestible.
Storytelling through
the homepage experience
WIREFRAME Art Direction 1
WIREFRAME Art Direction 2
The client wanted the landing page of the site to feel like an explainer, with clients coming away with a high-level idea of what services Siena offered as it related to package tracking. We wanted to make the experience immersive and memorable. I created something in between a storyboard and wireframe for the client, leveraging both art directions as they were torn between the two approaches. Below displays the rough concepts for 2 initial art directions and the final homepage design.
Final homepage design
