We were approached by San Francisco based AI Startup, Wiser, to redesign their website. During our collaboration with one of the co-founders, Cory, we learnt more about what makes Wisers product offering and value so unique. Through understanding the target audiences better, the founding story, USPs and overall direction of the company, we set out to design a new digital experience for Wiser. To stay on brand, we used the existing Wiser logo and brand colors. However, with approvals from the client, we introduced a new typeface that we believed would fit better into the aesthetic we aimed to achieve for the new site. With catchy headlines, some beautiful brand elements like the ‘W’ for Wiser in the hero section, coupled with a strong flow of content facilitated by on-trend design elements, we designed a website that’s clean on the eye and easy to use / navigate.