This exercise explores the initial artistic direction and visual research of three fictional design abstracts in the web design environment. The purpose of this stage is to analyze the existing visual language, determine industry practices, and develop an informed creative direction that can be extended in future design output.
In this process, three brands were explored: Eco future, an organization that pays attention to the environment; Cab-E Online， A digital first taxi service; And influence hull, a professional business consulting firm. By creating a research mood board, analyze comparable brands and competitors to understand the common methods of color, typography, image and user interface design.
After this research stage, eco future was selected as a brand to promote subsequent practice, because it is closely combined with sustainability oriented digital story telling and long-term visual consistency across web platforms.
Eco Future – Research Mood Board
Eco future’s research sentiment committee focuses on analyzing sustainable development driven brands such as IKEA, Patagonia, and allbirds. These competitors usually use clean and minimal layout and provide a large amount of blank space to make the content open and breathable. Color palettes are usually soft and natural, ranging from green, earthy neutral, and soft tones that reinforce environmental responsibility.
The fonts of these brands are often simple and easy to read. They usually use modern serif or sans serif fonts to express trust, credibility and clarity. The image is dominated by photography and characterized by natural landscape, renewable energy and daily sustainable behavior, which helps to position sustainability as accessibility rather than abstraction.
User interface elements are low-key and functional, relying on clear hierarchy, modular card layout and constraint button style. This visual language supports easy navigation and strengthens the role of ecological future as a calm, informative, future oriented digital existence.
Cab-E Online – Research Mood Board
Cab-E Online research emotional Board focuses on analyzing digital first taxi and mobile platforms, such as Uber, bolt and free now. These competitors give priority to clarity, speed and availability in visual language, reflecting the fast pace and functionality of services.
Color palettes are typically high contrast, often combining dark backgrounds with bright accent colors to highlight the call to action and improve visibility in mobile environments. Bold, modern and legible font design ensures that information can be quickly scanned during the movement.
Images are usually secondary to interface clarity, with emphasis on maps, icons, and functional UI components. The navigation system is simple and task-based, supporting booking, tracking and payment with minimal friction. This study emphasizes the importance of efficiency driven design for the potential digital presence of cab-e online.
Influence Hull – Research Mood Board
The research mood board for influence hull will study the visual methods used by professional consulting and business strategy companies such as Deloitte, McKinsey, and Accenture. These brands usually use a restrained and polished visual system to convey authority, expertise and trust.
The use of color is usually minimal, relying on a neutral palette and subtle accent colors to maintain professional tones. Typesetting plays a central role, usually using fine serif or clean sans serif fonts to strengthen reputation and enterprise confidence.
Images are low-key and abstract, often using personnel photography, data visualization or conceptual graphics in a professional environment, rather than text product images. The user interface design is structured, content oriented, and the grid based layout gives priority to clarity, hierarchy and long format reading. This visual language supports the positioning of influence hull as a serious strategic consulting brand.
Chosen Brand: Eco Future
Eco future was selected as a brand for further development because it has a strong conceptual consistency with contemporary web-based sustainable communication. Unlike other introductions, eco future provides greater flexibility for visual storytelling across multiple digital environments, including editing style layout, data-guided content and educational user experience.
The brand’s focus on environmental impact allows a deliberate and calm visual approach, and design choices can support trust, transparency and long-term participation. This makes eco future particularly suitable for continuing to develop brands, interface design and sports based digital content in future exercises.
Focused Style Board – Eco Future：https://www.figma.com/design/W69NjkoYFJAeo4aY9TDGYy/Untitled?node-id=23-177&t=gECqxJik62IOnjz7-1
Eco future’s focus style board refined the initial research into a coherent visual direction. The natural green palette is used to convey sustainability, growth and environmental responsibility, supported by neutral tones that maintain clarity and balance.
Typesetting is chosen for readability and credibility, and to strengthen trust and professionalism across digital platforms. The image gives priority to the sustainability of the real world and is characterized by the natural environment, renewable energy and human participation in ecological consciousness.
UI elements are clean and modular, with clear hierarchy and constrained interaction style. This approach ensures that the interface remains accessible and easy to navigate, and supports the role of eco future as an information rich and trusted digital brand.
Brand Strategy – Eco Future
User Persona
Primary User Persona:
Name: Alex
Age: 24–35
Occupation: student/early career/creative or technology related roles
Location: urban environment
Digital behavior: a large number of mobile and network users adapt to modern digital platform
Requirements and objectives:
Alex hopes to make the choice of being responsible for the environment, but prefers simple, transparent solutions that are easy to integrate into daily life. Sustainability is important, but it must be realistic and accessible, not extreme or exclusive.
Pain point:
- Green brands often feel confused, too technical or preaching
- Without clear communication, it is difficult to believe the sustainability proposition
- Over designed or disorganized websites reduce credibility
Use Scenarios:
Alex visited eco future’s website:
- Understanding sustainable products or services
- Clear and rapid understanding of environmental impacts
- Determine if the brand meets its values
Design Implication:
The interface must feel calm, honest and easy to navigate, and use clear hierarchy and visual clarity to build trust and reduce cognitive load.
Brand Prism (Kapferer)
Physique (Visual Identity):
The natural palette, minimal layout, soft images and clean layout reflect environmental responsibility and calm confidence.
Personality:
Calm, trustworthy, thoughtful, calm and optimistic.
Culture:
Rooted in sustainability, responsibility and long-term thinking. The brand promotes the balance between human needs and environmental protection.
Relationship:
Eco future positions itself as a supportive mentor rather than an authority figure, encouraging better choices without judgment.
Reflection (target user image):
Individuals with strong environmental awareness, modern and thoughtful values clarity and honesty rather than trends.
Self image:
Users will feel responsible, informed and concerned about the future when using eco future.
Brand Personality
co Future’s brand personality can be described using the following traits:
- Trustworthy – Clear communication and transparent visual language
- Calm – Soft colours, minimal design, and balanced layouts
- Responsible – Reflecting ethical and sustainable values
- Approachable – Friendly tone without being overly casual
- Future-focused – Emphasising long-term impact rather than short-term trends
Tone of Voice:
Professional but warm, informative without being overwhelming, and optimistic without exaggeration.
Brand Matrix
Brand Positioning
Eco Future is positioned in the Practical + Minimal quadrant.
The brand focuses on clarity, usability and realistic sustainability, rather than emotional or overly idealistic information. Its visual language is restrained and calm, allowing users to participate in environmental content in a clear and accessible way.
Many brands that focus on sustainable development tend to be idealistic+expressive space, using bold colors and emotional stories. On the contrary, the Eco Future gives priority to trust, transparency and daily availability, positioning itself as a grounded and credible alternative.
Competitor Comparison (Indicative)
Patagonia: Idealistic + Expressive
IKEA (Sustainability communication): Practical + Expressive
Eco Future: Practical + Minimal
Strategic Value
This positioning will help the Eco Future stand out, make sustainable sexuality possible, and integrate it into daily digital experience, rather than overwhelming or symbolic. This simple and practical approach supports long-term trust and availability across web platforms.
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