Brand identity · UI/UX · Product
Overview
HTM is a full brand and web identity for a business transformation consultancy, built around a "holistic" positioning. The design channels that positioning visually to signal a firm that treats leadership and organisational health as inseparable from delivery, rather than a typical slide-deck consultancy.
Brand identity · UI/UX · Product
Home page
The key decision was to pair a restrained, rigorous typographic system with soft, organic imagery like flowing silk and fabric folds, so the identity itself embodies HTM's "holistic" positioning: structure and precision balanced against something more human and sensory. I led with a deep green giving the brand a calmer, more considered feel that signals long-term transformation rather than transactional advisory work.
Website homepage
Website mobile UI
About page
A consistent grid and generous section spacing keep each block distinct without turning into a wall of consultancy text, letting the structure itself signal the rigour and operational discipline HTM sells.
Website about page
Process & experimentation
Before any visual direction was locked in, I wireframed the site structure in Figma, testing different ways to organise HTM's three practices.
Once the structure held, I ran parallel brand explorations from more traditional corporate photography through to the softer, organic visual language eventually chosen. Each round went back to the client for feedback, narrowing from broad concept options down to a single direction that balanced authority with HTM's "holistic," human-centred positioning.
Wireframe
Initial identity concepts