When I researched the term, I was fascinated with its origin as referencing a speedometer. My ideation process was largely focused on how to create a dynamic design that still communicates a stable, established company. 
This lead me to use the forms in a speedometer, such as circular shapes and linear elements to create layouts that are loyal to the existing branding but take it in a more modern, design-conscious direction. The largely agreed-upon definition in the business world is “to generate a noticeable improvement or reaction”. The visual elements that direct the eye throughout the page bring the idea of looking forward and a sense of progress to life.
Back to Top