Precedent is working on websites for two leading economic institutions with the initials LSE.
The London Stock Exchange, which launches its new site this weekend, appointed Precedent in January 2008 following a pitch against two other groups. It briefed Precedent to devise a new online strategy and to create a wireframe for the Web pages.
The LSE’s in-house design team, based in Milan at its merger partner Borsa Italiana, has since added branding and colours to the site. ‘Usually, wireframes are just a guide for the designers, but due to the massively information-heavy nature of this website, the wireframes were retained,’ says Precedent design director David Curless. ‘There are very limited possibilities for design flourishes on the LSE website – it is really information design rather than graphic design,’ he adds.
Meanwhile, the London School of Economics hopes to launch its new website in September with design and repositioning, also by Precedent, to reflect its ‘challenging’ character. The second LSE appointed Precedent in December following a four-way pitch, briefing it to ‘provide focus and represent LSE’s unique position’, according to LSE head of Web services Stephen Emmott.
Precedent is responding by using ‘big, typographical features and pull-quotes instead of campus pictures, reflecting LSE’s focus on thoughts and ideas’, says Curless.