Company: Hudson Shoes
Role: Freelance Digital Designer
Year: 2017
Project: To create a more exciting homepage and overall brand experience when users land. Consider use of content, typography, icons and overall UX of the homepage.
Working with the team, I knew the Hudson product well, a high quality product with a price slightly higher than the average high street store. I conducted a competitor analysis and then brand benchmark review to see where we are currently in the industry and where we want to be.
I wanted to really highlight the luxe element of the brand, so I took an editorial led design approach, which would cater well for their new content and photography coming later in the season.
When approaching the design I ensured that the experience across all channels was the same, there wasn’t any compromise for the users using different devices. I updated the fonts, icons and added some sleek design elements and bespoke functionality giving a stronger brand experience and more engaging journey.
Bespoke design elements
Competitor analysis
Brand benchmarking
Wireframes
Updated to web friendly fonts, Avenir & Oranienbaum,
as well as adding in icon fonts. Introducing the brand
Teal shade into their digital brand guidelines.
Reactive header scroll compatible for all devices,
meaning the details within the site header change
colour depending on the contrast of visibility on
the image below.
Responsive imagery, ‘object cover’. You can select the focal point of the image so that when it resizes on smaller devices you aren’t compromised, allowing you to upload only one image for all devices.