Amway Taiwan Official Website

Balancing the global design guide style while considering the strategic direction of Amway Taiwan

Amway Global has already developed their brand's design system, but for Amway Taiwan's 40th anniversary, Amway Taiwan aim to give a completely new appearance. If we solely follow their design system to build our website, it would be challenging to break away from the public's perception of Amway's existing framework. Hence, we need to use their established design system as a basis and incorporate it with Amway Taiwan's 40th-anniversary strategy to create a fresh official website that aligns with the design system while also accommodating market strategies.

Make the website into the best supporting tool for our direct sellers.

During our earlier research, we discovered that direct sellers often rely on marketing materials they prepare themselves, regardless of whether they create them or receive them from the company. As long as these materials help them, they will use them.

Based on their past experiences, they rarely utilize the old version of the official website to support their sales. The reason is that the old website design is outdated and the information architecture is confusing, making it difficult for them to find the information they need.

Therefore, with this redesign, we aim to provide a variety of sales-supporting materials on the new official website. We also want direct sellers to proudly showcase the website to their customers, allowing them to experience the fresh image of Amway Taiwan and providing them with a better overall experience.

Ultimately, we want the website to become a valuable tool for direct sellers.

Identifying the visual design entry point based on a completely new tone of copywriting.

Although Amway Taiwan has already established a new brand strategy for its 40th anniversary, relying on a brand strategy alone may be too abstract when it comes to designing a completely new website to match. We still need additional elements to achieve this transformation. Therefore, we need to derive a specific tone and manner from the brand strategy. These elements will then serve as the basis for extending the visual elements and UX strategies.

Brand strategy

Amway A65 Strategy Vision: "By 2024, Amway Taiwan aims to become a leading provider of health and wellness business opportunities through a creator-driven social commerce model", communicating the concept of "Amway helps people live better and healthier lives" in a more consumer-centric way. The goal is to achieve a vision where everyone can easily achieve a total healthy lifestyle through user participation in content creation.

Tone and manner

By extracting Amway Taiwan's new strategy, we have expanded three tones: bright and vibrant, clean and transparent, and friendly and egalitarian. Our goal is to translate the desired image of Amway Taiwan into tangible representations through text and visuals for the public.

Related to Amway

Use language that focuses on the concept of healthy living and reduces the emphasis on commercial aspects. Use a friendly tone to avoid being overly forceful, distant or using outdated and formal language.

Related to ultimate health

Using words closely associated with general wellbeing and incorporating a sense of vitality to communicate a fun and relaxed approach to healthy living.

Related to the spirit of creativity and play

Stick to novel and engaging business concepts, avoid a heavy or monotonous tone, and avoid overly complicated or convoluted explanations.

Related to eternal love

Focus on sustainable development and social care, using a casual, warm and informal approach in our descriptions.

Starting with the connections between people, we aim to create a full circle of healthy living! From individuals to their families and friends, to society and the planet, we cover multiple dimensions, including health, wellness, beauty and career. Amway empowers everyone to be better and healthier!

Color

We will fully adhere to the guidelines of the Global Design System as the colour schemes and guidelines fit well with the tone and manner we have developed. We also consider the key colour guidelines when selecting photographs to ensure a harmonious overall visual presentation.

Photo

Bright and transparent are common terms in the new website design and the global design system. However, in terms of image selection, we will be incorporating more "vibrant" and "people". Vibrancy is one of the most important elements in our tone and manner. We want to present a departure from the previous "old-fashioned" and "serious" image of Amway. In addition, we recognise that "people" are critical to this business model. Therefore, we want to use "people" to show different scenarios and connect the whole lifestyle circle.

Illustrations

The tones and manners of "friendly and egalitarian" and "clean and transparent" fit perfectly with the illustrative design of the Global Design System. The illustration style does not require excessive embellishment and instead focuses on a brushstroke concept to bring out the human touch. Imperfections in the brushstrokes are deliberately incorporated to reduce the sense of distance created by "too much perfection". We want Amway to be as close to the customer as a friend.