My project was to design the corporate branding including the brand identity and website redesign and its applications for Semaphore Software. The company provides software, applications and web sites, e-commerce solutions, search engine optimisation services, back office processes, staff augmentation and offshore development services to its clientele in Europe and North America.

I knew that the brand identity should reflect the systems, services, and processes which make the organisation, convey a sense of seriousness, security and give the assurance that work is completed in time. My main task was to build a distinguishable identity for Semaphore in order to make it identifiable in the global market. Brand applications included brochure, wallpapers, CD covers, stickers, mailers, and presentation.

I had to create a web interface for international clients which provides information on various services offered by Semaphore software. While designing the user interface, clear categorisation of services for end users was the most important aspect. Information access was to be quick and easy with hierarchy, and provide maximum cross linkage.

Selecting colours that would represent the company, and make them identifiable in the global market was important too. My major constraint for the website was a fixed layout and Search engine optimisation (SEO) where Google crawls through the content, so there was not much freedom to work with some other typefaces; it had to be one of the default fonts like Arial and Times New Roman.