BRANDING // UI & UX
A fresh brand, personality and responsive website for Butterfly Poultry
Project role:
Project summary
Goal
To modernise Butterfly Poultry’s brand and website to reflect their position as a trusted, forward-thinking supplier of high-quality poultry. The aim was to refresh their visual identity while maintaining recognisable brand elements and to design a website that improved usability, SEO, and lead generation.
Contribution
I led the full rebrand and website redesign. This included developing a new logo, defining a digital design system, creating the site structure, and designing high-fidelity layouts that balanced professionalism with personality.
Achievements
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Created a modern, versatile logo while retaining the butterfly symbol
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Designed a cohesive colour palette and typography system for digital and print use
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Redesigned the sitemap based on keyword research to improve SEO and navigation
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Added lead generation forms and CTAs across key pages
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Created custom graphics and visual elements to enhance brand storytelling
Client
Key skills
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Brand development
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UI/UX design
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Wireframing
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Design systems
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SEO & content planning
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Digital design
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Responsive website design
Software
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Adobe XD
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Adobe Photoshop
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Adobe Illustrator
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Wordpress
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Trello
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Google keyword planner
Brand design
Original logo
The original logo had become extremely outdated and inflexible. Its size and proportions made it difficult to apply consistently across marketing collateral. Butterfly Poultry also lacked a cohesive colour system, brand guidelines and a defined style of communicating to their customers.
{ORIGINAL BRAND}
Brand iterations
I explored several directions that balanced modernity with familiarity. The focus was on refining the butterfly shape, testing proportions, and experimenting with typefaces that conveyed trust and professionalism. Each concept aimed to simplify and strengthen the brand mark. One alternative option to the butterfly was given from request of the client.
{BRANDING ITERATIONS}
Final brand concept
The final logo refined the butterfly symbol into a clean, balanced vector paired with a contemporary sans-serif font. A new colour palette was introduced to improve consistency across marketing collateral. The refreshed design maintains brand recognition while feeling modern and professional.
{FINAL LOGO CONCEPT}
Website design
Structure and usability
The old website lacked clear navigation and strong calls to action. I restructured the sitemap, simplifying the user journey and adding new lead-focused pages to improve engagement and conversion.
{SITEMAP & NEW NAVIGATION}
Responsive web design
I designed the website to be fully responsive, ensuring an intuitive experience across all devices. Layouts, imagery, and typography adapt seamlessly to mobile, tablet, and desktop, maintaining visual consistency and usability wherever users interact with the brand.
{MOBILE DESIGNS}
Tone and storytelling
A new brand voice was developed - friendly, confident, and a little playful. Puns and personality were woven throughout the site to reflect the brand’s approachable nature while keeping professionalism intact.
{BRAND VOICE}
High-fidelity design
High-fidelity mockups showcased the refreshed colour scheme, custom icons, and updated photography. Clean layouts, white space, and consistent design components brought the brand’s new identity to life online.
{HIGH FIDELITY DESIGNS}
What people say about working with me
“…Nicola from the design team has been great. We are extremely happy with the design she has created….”
Andy Gilfillan
Aquatic Control
“….a shout out to Nicola who has been brilliant with her research and the level of detail she has put into our website….”
Steve Pearson
Valve & Process Solutions
“…very professional, flawless design and great customer service. Nicola has been brilliant from start to finish with her research, design and detailed input. Very helpful and a pleasure to work with!!”
Reece Fielding
EcoPower Wood Fuels