American Arbitration Association A3

A 4-day pitch — brand guidelines to digital experience

Role

UX and motion design

Client

American Arbitration Association

A pitch to hopefully win a much bigger piece of work. A3 had new brand guidelines and wanted to see how they’d transfer to their website, some LinkedIn posts—and critically—add movement. The timeframe was 4 days (5 technically, but I wasn’t going right to the wire).

Outcomes

The work was very well received and the client was incredibly happy with how their new brand was interpreted on their site. They were also very happy with how the motion had brought it all to life. I believe there had been some brand reworks but conversations are still happening regarding moving the work forward. Positive stuff

Positive stuff :)

Background

The approach

I started with the brand guidelines, pulled out key phrases to anchor the work, and spent the first morning throwing spaghetti at the wall to see what stuck.

One phrase stood out: “For people who want better ways through conflict, frustrated by systems that stall, this should be more straightforward.” That became the anchor—designs with room to breathe, space to navigate, less overwhelm.

The approach

From that positioning, I gave the designs space: easier to navigate, less overwhelming, quicker to find what you need.

Two small UX wins: a chat in the hero for fast answers mid-arbitration, and AAA’s services surfaced upfront—so people find what they need without digging through the whole site.

Colour

I built on A3’s base colours—Maroon and Cream—then brought in secondary tones for side panels, titles and design details, adding variety without overdoing it.

Red for CTAs and accents—lines, pulls, highlights—enough to guide the eye and surface key info without overwhelming it.

Movement and interaction

Motion was a specific ask—they didn’t want a static site. Alongside the visual design, I explored how movement could bring the new brand to life.

Next project

Factory animation