Client wanted a brand identity for a street wear lifestyle/clothing business that spoke to his upbringing in Boston and his love for street fashion. As such, the brand identity and website needed to reflect a raw, but refined look, while also representing a sense of direction and knowing where one's from.
THE CHALLENGE
RESEARCH
50ms
88%
60%
It takes about 50 milliseconds (that’s 0.05 seconds) for users to form an opinion about your website that determines whether they like your site or not, whether they’ll stay or leave. 88% of online consumers are less likely to return to a site after a bad experience. 60% of consumers will avoid a brand with a logo they find odd, ugly, or unappealing.
IDEATION
As Will began the discovery phase, Matthew had a few ideas he wanted to explore. He loved the idea of showcasing a "foundational" element, so we explored modular designs as well as the "goat" which ended up being incorporated in other ways.
As they continued developing the logo, Matthew expressed a desire to incorporate a strong sense of "knowing where you're from," so they explored the compass imagery. As Will continued refining this logo, the decision to move forward with a blueprint style font came into focus.
CLIENT |
Roxas
PROJECT |
UX Design & Brand Identity
ROLE |
UX, Brand, and Apparel Designer
DETAILS |
Web UX design and brand identity for Boston-based clothing and lifestyle brand.