Kodakit is a platform that connects freelance photographers with corporate clients around the world. Operating as a start-up within Kodak Eastman Co., the company wanted to reach a more modern and digital user while still leveraging the heritage and trust of KODAK. As lead designer I created a new identity package and redesigned the website to be more user friendly and tell a richer story.
The biggest issue with the original logo was that people were reading it incorrectly as Kodak IT, as in "Kodak Internet Technology" so naturally we needed to update it. With direction to move it further from the KODAK branding, I created a geometric wordmark that separates the action part of the name through contrast in weight.
From a poor user interface that had no clear CTA's, mixed visual language, and poor execution, the website needed a full redesign from the beginning. Using Squarespace as a base template, we created a new site architecture and much more modern, clean and simplified visual language.
• singular, small, unclear CTA
• lacking clear value prop
• the first links take user off of the website
• rotating carousel of lo-res images
• small, spaced type
• kodak branding
• inconsistent CTA's
When redesigning the landing page, it was important to differentiate our users—photographers and businesses—as the experience for each would be different. The user immediately gets to choose who they are, or if desired, there can scroll down for an overview of the company.
After launching the new site, we saw a 35% increase in photographer and business registration. The site also helped to provide a clearer path for the users which resulted in fewer questions and drop-off.