Outdated design
One of the most obvious problems was the design was painfully outdated. It felt like a relic of the past. The black background with teal font was dark and claustrophobic. It was uninviting to the user. In addition to the dark scheme, the multiple fonts showed a lack of focus and a poor representation to the client. The visual elements felt more at home on a 90’s Geocities site as opposed to contemporary site.
The logo mark was out of date and poorly used. In part of missing source files and lack of understanding of brand dilution, the client used multiple logos for promotional materials and in his photographs. Adding to the brand dilution was the lack of brand color representation on the website and in printed materials, - the logo is gold and red; the site is black and teal.
