To celebrate our 20-year anniversary, we decided to refresh our brand with a new look and feel. Part of this redesign included a new website. We’re excited to share the update with you, and how the changes capture how both our industry and company has changed in two decades.
Much like fashion, visual design is always changing. While these changes are subtle year over year, they become significant when compounded over a decade. Over time, designers and developers make incremental changes to visual styles that impact our broad expectations and preferences on the web. Visual components that are being regularly iterated on include:
As part of our redesign, we revisited Rethink's visual styles across our website and made several key changes. This included a reduction in the amount of text on each page, instead leveraging visuals to communicate features, benefits, and value to viewers. We also decided to soften our illustrations, moving from a style that was more popular in the 2010s to something more current.
Lastly, we reduced the number of colors being used on any one page, instead relying on key primary and accent colors. Together, our goal was for these changes to lend to an increasingly professional, cohesive feel.
In the early days of the web, bright colors were everywhere. The first websites were generous in their use of bright oranges, neon pinks, and fire-hydrant reds, particularly when it came to buttons and other calls-to-action.
As the internet has moved from a foreign technology to a relatively commonplace one, excessive use of bright colors has largely tapered off. Part of this was a natural evolution in our visual tastes; a larger component was our growing understanding of web accessibility.
As such, a key component of our redesign was the development of a more accessible color palette. We carefully selected colors – both individually and in combinations – that were not just suitable from an accessibility standpoint, but exceeded compliance standards. We're proud of the careful consideration and steps we've taken to ensure all people can access and use our website.
In 20 years, we've considerably expanded the breadth of products, services, events, and resources we provide. As we expanded our offerings, we needed somewhere to house and showcase them on our website.
In our redesign, we felt that there was an opportunity to consolidate information on our site, and structure them in a way that felt intuitive.
Features, plans, add-ons, and integrations can now be found nested under their own Features tab, improving navigation between items. What's more, we've made it easier to search for content you're looking for on our blog.
All posts are now sorted by one of the following categories:
You can easily sort the blog by these categories, or simply scroll through the pages to find content you're interested in. We've also made it easier to subscribe to our newsletter for property tax management tips right to your inbox.
While we continue to work to streamline the end-to-end property tax management process, we're proud to showcase our new visual style. Our website encapsulates our new mission and our desire to improve the day-to-day activities for as many customers as possible.
As always, we would love to hear your thoughts and feedback: you can contact us anytime with your comments. And of course, a big thank you to everyone who has supported us through this journey.
We’re looking forward to the next 20 years!
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