NORTHERN DATA

Led the motion identity and visual system for Northern Data Group's brand transformation, a cross-disciplinary project that consolidated three fragmented product sites into a single, unified digital platform, redefining how the brand communicates across web, social, and external communications.

Concept

Evolving the visual system: Northern Data Group's digital presence was fractured across three separate websites, each with its own design language and navigation, diluting the brand and creating friction for users. Working in tandem with the web design team, the project redefined NDG's identity through motion and design, developing a new visual language and key assets that reflect the company's scale, precision, and position in AI and high-performance computing.

Design

Identity system: Developed the brand's motion framework and visual toolkit from key visuals and logo treatments to design systems for web, social, and external use, ensuring consistency, scalability, and creative clarity across all outputs. The visual identity replaced fragmented, siloed branding with a cohesive design language built to support NDG's growth and reinforce its position as a leader in AI infrastructure.

Delivery

Motion as identity: Directed a cross-disciplinary team across design and motion, ensuring alignment from concept to delivery. A motion framework was built in parallel with the brand guidelines, enabling consistent and strategic use of animation across every digital touchpoint. The resulting platform combining the motion and visual identity system with a unified web architecture, delivered a 25% increase in time spent on site and a 30% reduction in bounce rate at launch.