An Artisan-Centric Brand Experience Infusing Handmade Luxury.

The aim was to achieve a brand image that promotes premium bespoke products, tailored to the customer with a personalised experience. The position of 'Handmade Luxury' was born, where I wanted to encapsulate feelings of high-end fashion design combined with themes of creation in Artisans personal creative spaces.

Exploration started with the creation of the brand symbol. A mark that could standalone & hold its own amongst the high quality brands of today. Taking inspiration from the marks used within designer fashion brands Your Artisans identity started to form using cuts from the 'Y' & 'A' combined to form a symbolic shape.
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The colour palette of whites, greys & blacks adds navy to give a richness to the colour, allowing white space to be broken up with striking bold sections, only to be further accented with golds & silvers to nod back to premium crafts. The typography explores the use of punchy bold type for UI elements yet with a hand written support to point back to that messaging of handmade luxury.

Alongside the visual identity, establishing a photography direction was the final part of the creative vision. Artisans featured within their personal studio spaces, promoting the nurturing care that goes into the creation of each hand crafted piece, whilst allowing product photography to take a simplistic form, standalone, allowing the stunning creations to captivate the eye.

The end result. A timeless brand that is fit for purpose.

Speed to market was important when engaging with Artisans & drumming up interest for the platform. A decision was taken to define the core user needs of the E-commerce solution through various stakeholder & Artisan engagement, using these as a baseline to guide the definition of an MVP to go live before running using testing cycles to improve the overall experience.

I created user journey maps that helped form an overarching product IA, this allowed me to map out the relevant templates to support the user experience when engaging with Your Artisans. Once these templates were defined I could work collaboratively with Rachel to define the MVP solution, pushing all other features into a product backlog that formed the future product roadmap.

To test the newly created brand identity I produced page concepts to gain a visual understanding of how it was applied in a digital space before taking it further into high-fidelity design. I produced a fully responsive, mobile-first design system to support different user actions such as exploration, comparison, account management & sales.