I was recently approached by the New York knitwear brand Demylee to redesign their aging online store, craft a new company blog, and update their logo. It was clear that the company wasn't looking for a drastic rebranding, rather a deep scrub to bring the shine out of elements that resonated with their customer base.
Demylee makes stylish, unique clothes that attract young, professional women with discerning taste. It was important that their web presence be every bit as elegant as the clothes the company produces.
The previous site was running a convoluted amalgamation of WP plugins making it really difficult for anyone to come in and manage. My first order of business was to convince the team that they should invest in a Shopify account - which they did - and get a good developer to start on the right foot - which they also did. Hooray!
Nights and weekends for the next couple of months were dedicated to this site. I worked closely with a really talented developer and some stakeholders within the company to get the site up in time for an upcoming fashion season.
Not wanting to go for a drastic rebrand I instead focused on some usibility pain points and SEO opportunities I and the rest of the team identified early on in a collaborative ideation phase:
On top of the UI work I was doing I also had the privilege to breathe new life into the company's logo. I took the opportunity to switch the font to Palantin whose light elegance I felt better represented the brand's ethos.