Project
Aestra
Website design
See it live
Aestra (formerly Maxwell Strategic Consulting) provides specialist advice on environmental projects for government and industry. Following their rebrand by Percept, their existing website no longer reflected their strategic positioning or authority, making it difficult for clients to understand their services and navigate complex projects. The challenge was to create a website that clarifies Aestra’s expertise, simplifies complex information, and aligns seamlessly with the new brand identity.
Navigating complex problems
The new website embodies the concept of navigating complexity. Refined linework visually maps the journey from problem to solution, guiding users intuitively through content in a clear, logical flow that communicates expertise with clarity and reflects the brand’s refined, strategic positioning through:
Dynamic linework as a navigational device connects modules and headlines, helping users follow the story of Aestra’s services
Simplicity of information with streamlined content architecture ensures users can absorb technical information without feeling overwhelmed
Impactful visuals of aerial Australian landscape photography reinforces the scope and impact of Aestra’s projects while adding scale and authority
Details
Project
My Role
I led the project end-to-end, shaping the information hierarchy and sitemap to simplify complex services, and translating the brand concept into wireframes, visual design, and motion principles. I oversaw the build and rollout, working closely with developers to ensure quality and consistency.
Studio
Percept Brand Design
Creative Team
Creative Direction — Brent Woods
Client Services — Zac McCall
Design — Michelle Jin