FractalGlass

An exercise in Branding Design and how to translate that into a variety of spaces. The main website as well as all advertisement materials are designed

by me.

Mark and Type

Given the geometric nature of the products, as well as the more modernist designs I went with a simple and clean logo, often supported by the name of the company. The type equally supports this with tile type being Runtime, the body text type being Cairo, and the unique type being Dialtones.

Supporting imagery

The use of geometry is essential to the brand, with a need for light colors and thin lines as to not overwhelm the pages.

The Design Process

While the company was made for the purpose of this project, the goals and problems are still very important to the process, even if imaginary. In this case the primary goal was to promote a product, which then evolved as the project expanded into a brand.

Project Goals

1. Make a website to promote a product of our choosing.

2. Make a brand surrounding the chosen product, or redesign the products official page.

3. Communicate brand clearly throughout the layout.

4. Make a variety of layouts for products that still fall within the brand requirements.

Problem statement

Branding is key to a companies identity, how can I make sure to portray the company's identity while also promoting their products?

Discovery

Because I created the brand I was able to do discovery as I was building the brand. The primary audience was women in the 20 - 40 year age range. The younger range may be interested in the unique and modernist design, while the older would primarily be drawn by the craftsmanship as well as the luxurious branding. This can be further summarized by two groups: the Direct group and the Passive group.

Direct group: Knows what they want, or has a specific need they need fulfilled. Needs quick and easy access to item or type of item, with the minimum amount of clicks to get from the home page to check-out.

Passive group: Doesn't know what they want and is looking for inspiration. Either indecisive or is looking with a wider set of parameters. Most likely saw something either in-store or as an advertisement, but may still be unsure as to the whole catalogue. Needs easy access to the whole catalogue without overwhelming with information.

The intention with the flow was to optimize the travel towards individual items, while also having ample opportunity to see other items. This would help boost engagement as well as push more sales once items were properly sorted. There would be the primary sorting of item by category to help with the optimization of the flow, but then a secondary sorting for items that would best look well together. This would help make suer that those who know what they want find it quickly, while also giving ideas for further purchases with related items. This set up will maximize interaction without impeding the purchasing process.

Solution

This project can be achieved by maintaining logo usage, colors, and messaging across advertisements, product packaging, and digital platforms. By integrating storytelling and highlighting how products reflect the brand’s purpose and values, we can strengthen brand recognition while simultaneously encouraging customer engagement and product interest.

Sketches and Rough Layouts

While I did do most of this in order, I would like to acknowledge that I often get new ideas as I go along. I also worked most of this in a classroom setting, often getting critique from professors and fellow students alike after each step, which had an effect on the final result.

Idea generation

Rough layout

Content

The Result

Device Example

The full flow of the pages.