I began by reviewing Pangea Bio's existing website and benchmarking it against both direct competitors and inspirational brands, focusing on content analysis, tone of voice, information architecture and use of imagery. Key factors I considered included clarity of value proposition and corporate focus, ease of navigation and comparative use of visual storytelling.

An important aspect was to clarify the relationships between the umbrella company and its sub-companies and to ensure easy browsing between them for all visitors. I first defined the information architecture, which was brought to life using low-fidelity wireframes. These methods allowed for efficient design development thanks to close feedback loops with the client. And hence, it resulted in a clearer, more concise structure.

For the visual design, I developed three brand directions, each of which refers to and reflects the brand's defined core values. The chosen direction, "Where nature meets science", encapsulates the essence of Pangea Botanica's brand and combines scientific innovation with natural wonder. The concept has been translated into a palette of light pastel colours and minimalist design elements, combined with a bold, modern typeface to create a recognisable character. Trust, competence and a clear vision are communicated through the design elements.