General Cable
Visual Designer/Interaction Designer
Often a company seeks to completely revitalize and reinvent their brand through their website. General Cable has a long history as the industry standard in premium cables. When a leader such as this needs to refresh their online experience, they need a balance between what is fresh and new and a certain boldness and simplicity that speaks to its rich history as a prominent industry leader.
Refreshing General's online presence depended on pairing down a flavor they had currently been serving to users, and unifying the brand message to deliver a clear visual message of who they are and what they do. The architecture was similarly paired down, with simplistic navigation and reduced clicks.
