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Challenge: BigBand Networks makes broadband multimedia routers. As they prepared for their second round of financing, they wanted to redesign their website to appeal to potential investors. They wanted the new site to convey a corporate, technical sophistication, while incorporating enough design vision to avoid the dry, somewhat sterile feeling often associated with technical companies. Also wanted to showcase the product in a way that conveyed some sense of what the company did. Solution: As BigBand was a fairly young company, and the website was going to be the cornerstone of their marketing presence, we saw it as a means to further their identity. Their palette was limited to the colors in their logo, orange and black, and we suggested adding a compliment, a teal blue. Then we began to work on concepts that maintained the technical feeling of the company that was essential to their corporate culture, while still communicating an element of creativity. We designed a simple grid structure that allowed us to change the contents of each graphic cell while still maintaining an overall visual uniformity and allowing for the insertion of negative space around elements we particularly wanted to set off, such as the logo. While we needed to showcase the products that BigBand manufactures, we wanted to avoid stale, catalog-style shots of their hardware. Instead we used close-up photography to capture some of the more interesting aesthetic details of the products and presented them as studies, slightly abstracted, so that they played in perfectly with rest of the page design. The end result was a sophisticated-looking, graphically inspired site that conveyed the company's core values, technical expertise and creativity, without sacrificing either one for the promotion of the other.
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