Designing for High-Impact Innovation—With Personality
Iconic Shift's mission to create 100 game-changing brands demanded a digital presence that was just as ambitious and unconventional. This was a refreshing opportunity to step away from typical corporate web design and create a unique, engaging platform.

Brand Translation and Digital Execution
Working from the foundational identity created by Marion, I developed the design concepts and executed the final website.

Distinctive and Engaging Aesthetic:
The design was deliberately crafted to be different, fun, and memorable, moving beyond conventional corporate aesthetics. It successfully translated the brand's pioneering spirit into a lively, interactive digital experience that both reflected Mike's vision and appealed to the many London entrepreneurs wanting to take the next leap.
Creative Presentation:
I worked directly with Mike Harris to ensure the final digital product was aligned with his vision for high-impact mentorship and his appetite for doing things differently. The website's immediate positive user response validated this unique design approach.

Technical Rigor Behind the Playful Design
While the look was playful (for it's time, it was built back in 2012), the execution was rigorous, especially concerning technical performance across various devices used by Mike’s influential clientele.

Platform Prioritisation:
Recognising that the majority of clients accessed the site via iPads, the design and development were meticulously optimised for tablet performance.

Technical Testing and Adaptation:
To ensure the unique experience worked for everyone, we conducted rigorous usability testing with Mike's customers. This revealed the necessity of accommodating users still operating on older browser versions. We tested various technological solutions and unfortunately had to pivot on some of the more fun interactions to ensure it worked on with older tech.

The result is a highly functional and well-received website that successfully translates the high-stakes, innovative, and unique mission of Iconic Shift into an engaging digital experience, setting the stage for the creation of the next 100 iconic brands.