A freelance project creating a website and brand identify for a company taking a thoughtful approach to home staging.
Skills
Tools
Client
Project
Images showing clipped mock-ups of the home page and portfolio page
Goals
The business goal was to create a professional website that educates home sellers about home styling, showcasing its benefits through clear explanations, testimonials, and a portfolio of work. By combining engaging content with a beautiful portfolio of projects, the site demonstrates expertise and makes the service accessible, positioning the business as a trusted solution for styling needs.
Limitations
Budget Restrains shaped the of the research conducted, leading to a narrower approach that foregrounded competitors research and a lean set of user interviews.
Time Restrains meant that a selective approach was taken to the empathise and define phases of the project, omitting certain UX Research which could have deepened our understanding of the user profile.
Client Expectations shaped the direction of the project, leading to a beautiful portfolio website to meet their needs.
Outcomes
Website Design
Visual Identity
Full Service Graphic Design
Website Design
Process
Interviews Key Findings
Clear Services
Interviews revealed that some participants did not know what home styling was and were unsure how the service worked.
Difficult Feelings
Price Sensitivity
Price of service was a major concern for out test users and directly impacted how they interacted with the service.
Research
Illustration showing the user journey and a table comparing the competitor UI
Key Takeaway
Design System
Exerts from the simple design system showing the system colours and various button states.
Wireframes
1.
Use simple information architecture to allow users to navigate the site with ease.
2.
Prioritise visual design to reflect the function of the business as a visual styling business.
3.
Keep features to a minimum as the website is primarily a portfolio with limited need for complex features.
Website wireframes (landing page, mobile home, portfolio page, services)
High-Fidelity Mockups
Final website mock-ups (landing page, portfolio project, portfolio home, and contact page)
Working Prototype
Video showing the working prototype of the desktop website
Visual Identity
Typography
The serif typeface adds a touch of sophistication with its subtle curves, introducing a whimsical yet refined character. The sans-serif typeface balances the design, ensuring readability and a contemporary feel that keeps the branding professional. The combination of serif and sans-serif fonts creates a visual dynamic that is both engaging and structured, reinforcing the brand’s blend of creativity and professionalism.
Colour
These brand colours were carefully selected to create a harmonious palette that evokes a connection to nature while maintaining a refined, professional appeal. Dark Earth grounds the palette with stability and warmth, while Sea Spray encompasses wild waters and fresh air. The Soft Linen connects the palette back to the idea home and the core of the business.
Logo
Nature-Inspired: The incorporation of a leafy branch represents a strong connection to nature, reinforcing the brand’s focus on soft and friendly home styling. Structure & Stability: The minimalist house outline conveys professionalism and reliability, ensuring the brand is perceived as both professional and trustworthy, while visually indicating the purpose of the business. Balance & Harmony: The blend of natural elements with clean lines symbolises the intersection of nature and architecture, aligning with the business’s mission of creating beautifully styled homes.
Retrospective
Key Learnings
1.
Adapting Design to Client Vision
Balancing the client’s aesthetic preferences with effective design principles.
2.
Scalable Design Systems
Ensure the visual identity and website elements are adaptable for future use and growth.
3.
Manage Client Collaboration
Use communication, feedback, and approvals effectively to maintain project momentum.
4.
Brand Storytelling
Translate the client’s values and personality into compelling visual and written content.
5.
Scope Management
Navigating project constraints to deliver high-quality results within deadlines.
6.
Delivering Editable Assets
Providing the client with outcomes for independent use.
