A branding strategy and web design for a fashion nonprofit
Design an interface for their dynamic content
People/businesses interested in fashion and sustainable practices
As a lover of fashion and sustainability, I wanted to make the relevant information on this website accessible to their audience.
UX and Visual Designer
Personas, Sketching, Site Map, User Testing, Wireframes, & Prototypes
ECF's website was very visually cluttered. They had no hierarchy and it caused confusion with the user. With the new look, I used negative space and type to guide the user through the content .
By establishing three personas, I could focus on designing for both consumer side and the business side. I gave each persona a set of goals to help me prioritize the content that should be high level.
Before jumping on the computer, I did a lot of sketches to explore how the content would be displayed on the screen. This gave the opportunity to explore how the responsive layout would work.
The news section needs to be placed at the top because it is the most updated content.
I chose a mix of neutral and bright colors to represent the good-nature ethos of the Eco Fashion World brand. A mix of san serif and serif gives the brand elegance and reliability, while also making it stand out from their competitors.
Because I designed this with a CMS in mind, I created modules of content. I created five different modules where ECF's content would live in.
I used scale and rules to differentiate the different sections.
Previously, I had worked on another mockup for ECF. But after some time, I felt the need to fix some of the layout and type issues of this mockup.
I went back and looked at the old style tiles I had created and looked for areas of improvement.
I went back to my previous mockup and found the issues I needed to fix.