A E O / / W e b s i t e D e s i g n s
2 0 1 4 t h r u 2 0 1 7
_
With the guidance of my senior designer, I helped with what began as a handful of website creative updates, and eventually owning a few full updates including concepting events & page-flow.
As the team grew to include UX/UI, updates to the website & mobile soon followed and became more streamline. We began to use pre-built modular tools that allowed us to update the website on a regular basis. When we first began learning to use this tool, we felt constrained, but as we experimented more, we learned how to "break the rules" which becomes evident in the holiday update below.
For this update, the idea was to take the visual creatives from the store design team and make the message flow in a digital space. We took the canvas "coffee sack" image and meshed it with the original photograph to create an interesting transformation. Then, while working with the photo studio on the gender pages, we created an interesting laydown photograph with denim inside a pile of coffee beans. Here, I really liked the idea of letting the organic edges of the beans be present.
Previous to this update, we felt constrained by the image & text relationships as it felt repetitive and you only had the option of image over text in L, C, & R orientations. However, this is where I began to play with the idea of giving white space within the image to create more flow in the page instead of the heavy repetitiveness of the same module.
Here is where I got to fully concept the event that worked into the page flow of imagery. So, in the spirit of summer cookouts, and to align with the colors of the imagery, I decided to make dyed popsicles and capture them melting to get the tonal range of the water in our tropical imagery.
