Shaw Communications

Shaw Communications, a prominent Canadian telecommunications company, embarked on a significant transformation in 2019. This encompassed a rebrand, the introduction of new product offerings, and a redesign of their primary digital channel. With numerous changes unfolding concurrently, the primary challenge lay in ensuring that these transformations were reflected cohesively and systematically within a scalable and consistent design framework.

With a fresh brand direction featuring new colors and a subtly bolder personality, extensive visual explorations were undertaken to seamlessly transition this vibrant essence into the digital sphere. This encompassed the establishment of accessible color palettes, interactive behaviors, legible fonts, product photography guidelines, and iconography. These efforts were aimed at cultivating a versatile and uniform visual language, ensuring flexibility while maintaining consistency across digital platforms.

The dynamic visual language, harmoniously balancing open spaces, contributed to an exceptionally enjoyable user experience. Introducing brand colors strategically at key interaction points infused personality into the design. Alongside this, the inclusion of clear, easily readable fonts and iconography played a pivotal role in ensuring information was presented in a transparent and accessible manner, enhancing overall clarity and user accessibility.

The design system was meticulously crafted to adapt seamlessly across various viewports, allowing for smooth iterations. Navigation, interface elements, and modules were thoughtfully designed to ensure an optimized experience regardless of screen size—whether on larger displays or smaller screens. This approach aimed to maintain consistency and usability across diverse devices, providing an enhanced experience for users across all platforms.

Icons play a pivotal role within the Shaw Design System, serving as essential elements to distinguish between products, clarify technical details, and enhance the user experience. Consistently adhering to a uniform visual style, these icons are systematically organized based on distinct subject areas. This strategic approach ensures clarity in communication and aids in simplifying complex technical information across various interfaces.

Photography serves a dual purpose within our framework: showcasing products and services while also capturing their real-life benefits. Products are consistently displayed against brand patterns on a clean white background, maintaining a sleek and minimalist aesthetic. In our lifestyle imagery, diversity takes center stage, portraying individuals utilizing internet and TV services. To underscore our brand's personality, subtle yet deliberate hints of Blue and Fuschia hues are consistently interwoven throughout these visuals, reinforcing our brand identity and evoking a sense of familiarity and coherence.

Motion design plays a pivotal role in amplifying the vibrant essence of the brand, while also serving as a conduit to unveil interaction points and introduce fresh content onto the screen. Its utilization is particularly effective within educational pages, where it significantly enhances the product experience, offering an engaging and dynamic means to navigate and interact with the content.