The following is the branding and web layout of the fictional company "Exclusiv".
The challenge existed in creating a brand that was aimed at men, but not overly masculine or inherently feminine.
Achieving a "metro" blend of style and color was an interesting process as I worked to develop a minimal green and grey color palette that wouldn't intimidate or overwhelm the viewer. This subtlety in color, line and shape draw more focus to the products, thus elevating the shopping experience to a more direct one.
I placed all the basic information "above the fold" to ensure the viewer saw the most important information first and could also navigate the site quickly without scrolling down.
The logo was displayed predominantly at the top as I envisioned this store strutting quite a large ego. The brand seeks to exude a confident and commanding tone, which it hopes will be extended by it's customers.