A new website to generate more online enquiries, build brand recognition and grow the business.
CUE tasked us with building a new and engaging corporate website that would be English-led and speak to global audiences: primarily SEA, AU, and EU. In 2023, we will introduce multiple languages on the website, primarily Chinese, Korean and Japanese, and introduce the brand to more global markets.
INITIAL RESEARCH AND AUDIT
CUE has had several websites in the past, with the challenge being that these websites were very corporate and of limited ambition when it came to engaging look, navigation and content. We worked to have the new website showcase CUE as a forward-looking and technology-driven company with a strong foothold in several key sectors (digital marketing, technology, intellectual property, and venture capital investments).
BRAND IMPLEMENTATION: ADAPTING THE CUE LOGO FOR THE SITE
The CUE brandmark umbrella has become a mark that distinguishes CUE’s brand from other businesses with the same name. On the new website, we tried to incorporate the umbrella as a decorative piece and as shapes in the background. We also created an icon set incorporating the umbrella shape and using CUE’s primary and secondary colours. These icons were used to reflect the different services that CUE offers.
BRAND IMPLEMENTATION: REFLECTING CUE’s COLOURS ON IMAGES
Our goal was to make the website navigation clean and seamless, with a standardised brand image. To achieve this, we stayed consistent with CUE’s colour palette as we added the site’s supporting images. To add emphasis to a particular item (product, landmark, etc.) we utilised the single umbrella from the logo aligned to the centre.
DESIGN SYSTEM
We built a set of standards to ensure design at scale, by reducing redundancy while creating a shared language and visual. This design system scaled consistently and as planned when adapted to another CUE Group website, called CUE Technology Solutions.
BRANCHING OUT
The brand implementation for the website worked so well that it quickly gained momentum, and other forms of design materials started to follow. These include slide templates, booth designs, and social media banners.
