xband is a fictional company that works with ISPs (Internet Service Providers) in order to create and promote affordable or subsidized Internet access for low-income families with students. This type of organization isn't new. They exist. Connect2Compete is one of them. They offer broadband Internet access for $9.95/month if your family is currently enrolled in SNAP or your kids qualify for free lunch at school.
The problem is that no one seems to be aware that these programs exist. A lot of their marketing is done exclusively online which, if you don't have Internet access, is definitely a point of failure.
I saught to create a brand that was inviting, empathetic, and professional. They are asking a parent to admit that they cannot provide something for their child that is essential in the 21st century. The soft color palette, the imagery, and most importantly the language used are all designed to get these families on board.
I delved head first into user experience research starting with determining my target market, creating user personas, and letting that information dictate the information architecture for the website. I designed, and developed, xband's website using a mobile-first methodology. You can access my work-in-progress version here.