Cue Events, an audio-visual hire and events company

Cue Events, an audio-visual hire and events company based in Birmingham, has been operating for over 22 years.

Cue wanted to avoid a basic, blocky, or boxy design that many of their competitors use

We then created a design system that introduced a new font, Clash Display, which complemented the robust, impactful tone of the visual design.

The existing colour palette of blues, blacks, pinks, and whites still suited the design’s concept. This was great because it maintained consistent branding.

Initially, we used sharp corners on the UI elements. However, this pushed the robust feel in the design too far, leading it to verge on feeling unfriendly.

To address this, we introduced rounded corners in the design and UI elements. This helped to relax the visuals. We also split the colour scheme: blue for AV Hire and pink for Events.

This softened the design’s hardness and further defined the user journeys by providing a visual cue for each area of the website.

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