E-Commerce Website refresh project

Oiselle is a Seattle-based women's athletic apparel brand by and for women athletes. Their main focus is on the sport of running, whether it be professional sport or for leisure. 

Duration

10 weeks

Role

SVC Student

Art Direction

User Interface Design

Brand Refresh

Tools

Photoshop

Illustrator

Problem

Their current website didn't have much branding or really a specific style. The client didn't feel that it captured the brand or mission of the company.

Goal

To weave more of the brand and personality into the website— elevating and implementing a recognizable visual style that will appeal to current Oiselle customers. And to create an intuitive user experience that will promote their product and create brand loalty.

Solution

Refresh the brand and incorporate more visual elements that tell Oiselle's story. Create a design that is feminine fierce and empowers women.

+ Use anaglyph artwork to capture the motion of running

+ Bold san serif typography

+ Using a lightened tint of their original brand orange color to keep the femininity and airy elements of the sport and their brand.

+ Overlapping elements to show the dynamic movement associate with running.

+ A clean layout that utilizes small details and filters to give the user control of their shopping experience.

Competitive Analysis

To begin, I conducted a competitive analysis to do research on Oiselle’s direct and indirect competitors and broke down their sites by popular e-commerce features.

Head up, wings out.