Make your type, our type.
Refreshing the Thought Fashion branding through typography, colour and UI assets across both desktop and mobile responsive sites.
So your brand grows quicker, bigger and more so than you hoped to imagine. The stuff dreams are made of right? Well yes, absolutely, but this comes with some serious growth pains too across all areas and departments of the business from hiring the right candidates for jobs you didn’t know would exists, to your brand evolving in various directions over multiple touch points, creating a some what messy, un-cohesive personality portrayed to your customers and staff.
A brand promise is the unique, enduring essence behind your brand's purpose. It is the foundational value that your brand commits to delivering to your customers. A brand promise does not manifest in just one place, but rather throughout the entire user experience.
A good company and its great products need to have a clear brand. Every brands contact with a customer can either reinforce or damage the brand. This is true if the products are applications, print material, websites on TV etc. When real people interact with a company online or by phone, that’s a direct connection. At least, it feels like one.
In this case, Thought Fashions brand had evolved to a quite clearly defined personality that is reflected in their clear tone of voice and image content. Therefore, it was the typography, colours and UI assets I focused on when revamping the mobile and desktop responsive site.
Across both digital and print platforms there was a variety of fonts and typefaces being used. Many looked similar to one another and others were simply, random.
Note: When consolidating a list of brand fonts and how they will be used its important to define if the desired font can be applied online, ie if it is a web-font.
Usability. Oh there are some truly beautiful fonts - if you’re into fonts check out Trend Wolf a beautiful gallery of downloadable typefaces - but a font applicable for a wedding invite doesn’t always translate into what may be used for a CTA (Call to Action). When designing with the user in mind, it is imperative the copy is legible to ensure your brand message is received.
Thought Fashion, had incorporated a script font into their brand, it suited them well. However, when using it online it became hard to read not only dependant on what was laid behind the text but also due to its arty script nature. Therefore, to keep this font in play it was taken out of all key direct conversions areas such as the homepage and is to be used strictly on secondary pages such as the blog to inject personality into the page.
With a focus on sustainability, shown through their clothing collections materials, story and injection of colourful fabrics and prints it was important that the website did not overshadow the product and instead complemented as a cohesive, easy to understand and use backdrop.
The colours were simplified with the above critique to the following:
As fun as it can be to totally re-create icons, it’s important to remember the hierarchy of a page and how much new information a user can take it in one journey.
With this in mind, the icons were striped back to the basics to require no additional thoughts from the user in terms of understanding where they icons will click through to.
Working with the developers, I created all files in Sketch for ease of use and translation for the team on handover. Examples of usability were also passed over in InVision.
For both mobile and desktop, the selection refining criteria for selection was not user optimised. Below you will see how this process has been simplified in a clear, cohesive, user friendly technique.
I would love to hear from you // email@example.com