Creative Web Design with Dan and Ben

Creative Web Design with Dan and Ben CMS Website Design

High quality web design is a fundamental element of the larger jigsaw puzzle that represents your online business. At Urban Element we follow a three phase process when building our websites. This allows us to gain an in depth understanding of what our clients want to achieve online, and how to build an online presence that meets and surpasses those requirements.

One critical part of this process that joins the understanding of needs to the solution is creative web design. Our visual designers Dan Shelton and Ben Goddard work on graphic, web and mobile design, and between them possess a wealth of experience, having previously worked with clients such as Hasbro and Ford. We've asked Dan and Ben a few questions to help you get to know them a bit better and find out how their role fits in with the rest of the Urban Element team.

The Process

Neville Brody Emigre
Dan highlights Neville Brody
as one of his design heroes

After receiving a client brief from Project Manager Karen, Dan and Ben will get to work on developing two design concepts for both desktop and mobile, coupled with specific functionality additions. For more complex and bespoke web design, these concepts will often have to be approved by front end developer Chris to confirm the best approach to bring their ideas to life. By creating two separate sets of designs we give our clients the chance to see, and ultimately choose from, two differing approaches to how they want to move forwards visually.

The process for each project brings a fresh set of requirements and challenges, each may differ significantly depending on established branding, associated material, and intricacy of the new site. Following a period of consultancy with the client, our UX expert, and our project teams, Dan and Ben will begin creation of visuals that meet the website brief.

Many hours and cups of tea later the designs are complete, and once reviewed and approved in house Dan and Ben will present their design to the client to decide which one they prefer. Needless to say, the pair are continuously striving to outdo each other with their designs.

Despite being in competition, Dan and Ben do share a lot in common. Both are keen advocates of Adobe Creative Suite, favouring Photoshop for web design, Illustrator for logo design and InDesign for brochures, stationery and adverts . Of course, it’s important for any designer to keep on top of design trends to make sure everything that’s being created is current and up to date. Dan does this through researching and engaging with design blogs and browsing blue chip client trends. Ben, on the other hand, uses Social Media to gather and exchange tips and advice with design experts.

Applying Online Design to the Wider Picture

The finished website designs can also be used either during the project or in the future to influence and lead a company’s branding. A well-considered and professionally designed website will often form the core to building and developing a company’s identity and image, often influencing well beyond digital to a range of print and branding works such as packaging, business stationery and much more. Used in synergy with web design, print and branding is often the next logical step.

Dan Shelton

Dan Shelton 

Design heroes: Neville Brody for his awesome use of typography and The Designers Republic for their influential design work on the gaming and dance music scene in the 90’s.

Ben Goddard

Ben Goddard

Design hero: Abduzeedo design blog for their inspirational design collections and tutorials.

Matt Thomason
- SEO Specialist

As a Digital Marketing Executive, Matt specialises in the reporting, analysis and implementation of SEO best practice on clients' websites. His role at Urban Element is to ensure websites are being indexed by search engines, ranking for target topics/keywords and are appearing on visible SERPs. Matt has experience of working with various search marketing tools, such as Moz, Screaming Frog and Google Analytics, as well as popular CMS Adobe Business Catalyst and Wordpress.


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