The Ideas
Point of Departure
Ground up represented a café in Williamsburg, Brooklyn with a distinctive character yet one that was perfectly suited to the locale.
Mood Board
The mood was bold and strong yet attempted to hint at elegance and refinement.
For me the café evoked the German language with it's subtlelties and vigorous sound. It inspired the color palette and blended well with the idea of coffee.
Logo
Sketch after sketch I sought to find an image that would capture the different elements that this café had inspired in me. I worked through the idea of vitality and a coffee cup.
The Market
Others
I looked at a wide variety of cafés in the area and searched each of the responsive sights for trends and insights on what was being prioritized.
Most websites included a group of social media icons. Which were most common?
Design
Mobile First
I decided to prioritize the information by starting with the smallest of the mobile platforms for the project, the iPhone 5 Screen.
After several rounds of design I felt like the identity was there. This lead to the final design for the iPhone 5 below. It draws on a centralized theme and focuses primarily on the experience that Ground Up offers.
Here is a sample of the design encased and displaying the side menu interactivity.
The next step was to expand the design for the space of a vertical iPad screen. The centralized theme moved towards a less centric one.
The third scree presentation makes use of the extra room once the iPad is held horizontally retaining the left anchored menu but dividing the columns into three.
This followed the considerations for the desktop wireframe guide provided. One that used the three column distribution with a centralized horizontal image and a top anchored menu bar.
(Provided wireframe set.)
