The previous site felt very business-like. In appealing to a targeted demographic of designers and creative thinkers, we decided to employ an entirely new visual palette featuring some of Nick's British wit. Gone were the conventional icons and prevailing colours. We opened up the feel with an expanded, totally responsive scale. Our designers introduced an eclectic assortment of fun photos including the bulldog, gameboy and robots. Content was boldly punctuated with bright orange buttons and fonts, adding a vibrancy and playful spirit.