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Web Design

This is why good design (branding, user interface, copywriting, and illustration) is so important

The two sites I want to show you are owned by the same organization—a multifaceted corporation called Luck Stone. I stumbled on what I'll refer to as the "before", their corporate site, while searching for a product. From there I found my way to the "after", where they house their consumer products.

What struck me was how profoundly different the two approaches are. To me, there's nothing particularly wrong with the corporate side—though it looks a bit dated, it's roughly what you'd expect. But the consumer side is entirely different. It conjures up a very different organization—I think of the consumer products side as sophisticated, forward thinking, and pretty design-savvy. I get a sense that it is the kind of place that has answers and insights others don't.

To me, it's a textbook example of what great design can do to re-define an organization and drastically change people's perceptions about it. It certainly changed mine.

(The consumer branding and web were created by WORK Labs—more on them next week.)

The corporate "before"...

And the consumer "after"--a sample product page...

Even the forms are elegant...

And the front door...

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