What does the digital future look like for a globally recognized brand that is a pillar within their industry? Ecopetrol approached Eighty8 to request the website design and developement of two of their companies Ecopetrol USA and Ecopetrol Permian beased on our previous design of Ecopetrol America's website.
All storied brands reach a point where they must decide how to shed their previous aesthetic, one that is subconsciously recognized, universally, and appoint a new aesthetic that shows progress without loss of identity – web implementations are brand sensitive decisions.
Our design strategy sought to make the information more digestible. By applying various fonts sizes we emphasized priority and order of information. Increasing line heights induced a more forgiving view for the user. These adjustments collectively improved legibility. The macro portion of our strategy was to adopt a modern touch visually, maximize the pixels on the page real estate, and appoint imagery with stronger associations to the content. The end goal; make the visit memorable.