Citrix.com Re-Brand and Brand Hub

UX/UI/VISUAL DESIGN

Project Overview

Citrix underwent a significant rebranding that would impact every aspect of the company's identity, not only in terms of look and feel but also in how we present ourselves externally through a new brand voice and tone. Our website, one of the company's primary revenue sources, was naturally affected by this rebranding. It was the perfect opportunity to develop a new visual language for Citrix.com. This effort was monumental, and I was asked to lead the design initiative to seamlessly translate the new visual identity onto our web platform and across other digital touchpoints. We successfully launched the new website through close and continuous collaboration with our stakeholders and leadership team, along with our internal design, development, and production teams. Although hundreds of pages were revamped and rewritten, many more were eliminated following a strategic evaluation of our content inventory. As a result, the user experience on Citrix.com became smoother, leaner, and friendlier, benefiting existing customers and attracting new ones.

Results

New Brand Toolkit

In any major rebrand, the corporate visual identity undergoes a thorough transformation that influences every touchpoint, platform, and medium. We rolled out comprehensive brand guidelines alongside a diverse range of visual elements that elevate our new look and feel. My role was to harness these fresh visual assets to revamp Citrix.com, ensuring a seamless integration between all newly branded corporate materials and our digital presence, especially the website. I developed a dynamic design language that not only aligns perfectly with the new brand system but also provides the flexibility necessary for creating impactful web marketing and promotional campaigns. This approach ensures that our online platform vividly reflects our revitalized identity while engaging our audience effectively.

High-Fidelity Comps/Templates

After securing approval from stakeholders and our internal design and development teams on the design concepts and the strategic direction of the brand application, I meticulously crafted high-fidelity mockups for final validation. These mockups became essential reference points for the design and production teams as they set about building the remainder of the website, while also enabling the development team to accurately assess the feasibility of the necessary resources. With these design mockups as a foundation, the Production Team developed robust templates for constructing the site, while my fellow designers and I created an array of innovative design assets. Throughout this process, I provided strong guidance. I actively collaborated with our Development Team to engineer new components for our CMS and expertly rework existing ones to ensure they resonated with the new brand identity.

Corporate and Marketing Themed Pages

Color is used to differentiate sections of the site. All Citrix corporate-related content, like marketing, partnerships, and customer stories, features this blue theme, including the homepage and "About Citrix" pages.

Product Themed Pages

All product, solutions, and support pages are in shades of teal, including experiences related to pre-sales and post-sales.

Use Case Themed Pages

All Use Case pages are in shades of purple.

The Brand Hub

My team and I created a WordPress site to host our web guidelines and style guide called "The Brand Hub". I contributed to writing detailed specifications and usage guidelines based on industry best practices and accessibility standards, ensuring they aligned with and supported our corporate brand. The Brand Hub served as the single source of truth for other design groups, external agencies, and our Development Team. This resource was instrumental in expanding the website while maintaining a consistent look and feel and a cohesive user experience.

UI Kit and Component Library

I spearheaded the development of a comprehensive UI kit and component library that includes reusable components aligned with the latest visual design specifications and brand guidelines. We published and distributed this library across various departments responsible for different sections of the Citrix website. This strategy enabled us to effectively manage and control the overall UI design. By updating individual components or creating new ones as needed in the main library, we can re-publish them, ensuring that all design departments within the company and external vendors have access to the most current UI components. This approach guarantees consistency in the overall user experience across all digital touchpoints.