The Challenge
Smarthis is a Brazilian company focused on digital transformation, specializing in process automation to enhance the efficiency of its clients. The main goal of this project was to modernize the institutional website, clearly communicating the following values: technology, trust, and maturity. The previous version of the website featured overly saturated colors, which led to visual fatigue and low user engagement. Additionally, it included visual elements that conveyed a younger and more informal image than what the C-level executives currently wanted—such as outdated illustrations and vague content regarding the company's solutions.
The Approach
After identifying the key issues and aligning expectations with the company, I began a benchmarking study to analyze best practices adopted by both direct and indirect competitors. From there, I developed a visual moodboard and proposed a medium-fidelity wireframe to present the structure and visual direction of the new website.
The Solution
The visual identity was refined through the use of a new secondary color—more neutral and elegant—applied to larger areas of the layout. The brand’s original green was retained in a more restrained way, used only in strategic elements to ensure consistency with the logo without compromising the desired sense of sophistication. We also carried out a complete review of the site’s information architecture and content, aiming to make navigation more intuitive and to improve the understanding of the services offered. Throughout the entire process, I maintained a collaborative approach with stakeholders, holding regular meetings for validation and ensuring that each stage aligned with the company’s expectations.
Conclusion
The redesign of Smarthis' website was not just a visual update, but a strategic transformation of how the company wants to present itself today. The new site reinforces the company’s credibility, enhances the user experience, and clearly communicates its position as a reference in automation and digital transformation solutions.
