Jacques Ramphal
I lead design work where systems, code, and AI meet—building the practices and platforms that let cross-functional teams deliver meaningful products efficiently and sustainably.
Role
Lead Product Designer
Type
Brand Design, Motion Design, CMS Integration
Status
Launched
The Challenge
In late 2020, Softchoice was preparing to launch a new brand identity in January. Their website, built on an interim design from August 2020, had incomplete design elements and wasn’t ready to represent the new brand. The challenge wasn’t just visual—it was about enhancing the experience while respecting the existing CMS architecture that was already serving the organization well.
The constraint: We couldn’t rebuild the site. We had to work within the established module-driven CMS structure, enhancing and polishing without disrupting what was already functioning.
This is a common scenario in enterprise work: you’re not starting from scratch. You’re improving what exists while respecting the systems already in place.
The Approach
Rather than tearing down and rebuilding, we took a surgical approach: redesign the modules, not the system.
Brand Guidelines as the Foundation
The new brand guidelines were comprehensive—colors, typography, spacing, imagery principles. Our first step was to understand how these guidelines could translate into the existing module structure.
Module Redesign Strategy
The CMS was built on a block model approach. Key modules included hero sections, page navigation, two-column layouts, callouts and stats, image quadrants, text quadrants, related content sections, and accordions. Each module needed to be redesigned to reflect the new brand while maintaining its functional purpose.
Motion Design: Bringing Life to the Interface
One of the most impactful additions was introducing light animations and motion design. This wasn’t about flashy effects—it was about enhancing the user experience through thoughtful motion: navigation behavior with smooth transitions, module loading that feels intentional, text appearance on scroll, and interactive navigation buttons with responsive feedback.
The Outcome
We redesigned the modules — hero sections, navigation, two-column layouts, callouts, accordions — and introduced motion throughout: scroll animations, navigation transitions, interactive states. Everything fit within the existing CMS block structure. That constraint made the work harder, and the result better. The site felt like a new brand while the CMS stayed exactly where the organization needed it.
