The Client

Leon with Executive Shuttle Service Ltd. contact me back in October of 2021. He was starting this new venture and was in need of a website. I had worked with Leon and his son in the past in the build of the new Dustbusters Auto Detailing website back in 2019 – so I was excited to work with him on his new project.

After so personal experience, Leon determine there was a need for an alternative to ridesharing in Central Alberta. His goal with Executive Shuttle Service Ltd. is to provide the most professional, private and reliable shuttle service and car service in Central Alberta.

Conceptualize

During our meeting, Leon mentioned that he wanted his site to look similar to the Dustbuster’s site I created 2 years ago. He wanted most of the attention drawn to the services he would be providing, including Airport Shuttles, Entertainment Venue Shuttles, Non-Emergency Medical Shuttle, etc. He had a logo created so I would use that as a brand guide for fonts, colours and the overall feel of the website.

I wanted to make sure that the finished website paid enough attention to each individual service while keeping the design within budget. There was also a huge need for a ton of CTA (call-to-action) buttons as Leon had invested in an online booking platform to make the process as simple as possible for his clients – so integrating those would be very important.

Create

The creative process began by pulling out the branding assets from their logo. This includes font choices and colour schemes. As with any new business, the amount of available marketing materials, such as information and imagery is quite limited – so my next goal was to find applicable stock imagery that could be used to build out the site.

Once I had all the imagery I needed and Leon provided some content, I set out building the website from the Homepage out. Usually, during my design process, I like to build all the subpages first, as I feel the Homepage should be an executive summary of the rest of the site. In this case, that wouldn’t work. I needed to see how the homepage would be built and influence the rest of the site. With the amount of content I was provided, I quickly learned that the services page would have to be all-inclusive of every service Executive Shuttle Service Ltd. offered.

The CTAs were added not only to each individual service but also to the main navigation menu for easy access. During the design process, I learned that I would need to bring in another colour as the logo/brand for the company only provided 2 colours, with very little contrast. Red is always a great colour to grab the attention of website visitors and would pair well with the black and silver already used in the design. The red was used mainly for headers and other textual elements that needed more “pop”.

The final component of the design was a customized footer section. With no physical address for the company, I offered this option of this customized footer with the contact form and information to replace a ‘Contact Us’ page that would be relatively blank.

Communicate

The final design is a great, modern, elegant and “executive” looking design. It uses clean colours and organization to allow visitors to easily flow through the content and mind the information they need. As with any new business and their 1st website, the design needs to have the ability to easily be expandable as more services get added. This design will do that seamlessly and provide a great opportunity to build Leon’s new business. I am excited to see where this company goes and to be a part of any and all expansions made to this original design.