Client: Long Flowy Dirt Jumps (LFDJ)
Project summary: A local independent clothing company recognized that a website could help sell more items and to promote events. I created two designs for them to choose from and also an assets package for the developer who coded the site.
Duration: 3 weeks (2012)
My roles: Visual Designer, Graphics Production
Online Shopping for Riders
As an alternative to selling their merchandise at the local sporting event, LFDJ needed an online shopping experience where people could go and buy their hand-crafted t-shirts, keychains, hats and other clothing at any hour.
Whenever I start a new creative project, I always create a mood board to help inspire the designs. For this project, I went with the design cues the client emphasized: dirty, gritty, raw, earthy and urban.
To tightly mesh with their preexisting personality and minimalist culture, I went with a color palette black and dark grey as the primary colors, with pops of bright colors to give more attention to call to action buttons. The colors in this palette were inspired by the mood board.
The client specifically wanted a darker theme, so I went with the darker colors from the palette. I incorporated their existing logo (top left in header), existing logo typeface treatment (top right in header) as well as their existing skateboarder motif (in footer). Design comps directly below show the chosen approach.
In this alternate design, I wanted to explore more apparent use of texture (mud spatters & bike tracks) and a lighter charcoal color with more dulled/muted colors for call to action buttons. I also explored a more prominent logo placement, different content on the home page and overall page layout.
This color palette is more earthy and muted, with less bright accent colors, again influenced by the mood board.