REINVENT FASHION

AT HOPE SEWS.

PROJECT FOCUS

Web Design & Development // Prototyping // Graphic Design // User Experience

A reinvented vision for Hope Sews. Made to highlight a global-focused, sustainable fashion brand, combining both clean visuals and practicality.

Mockup from Freepik

ROLE

Design Intern

TIMELINE

2 months

RESPONSIBILITIES

Comparative Research

Ideation

Prototyping

UX/UI Design

Presentation

Graphic Design

Overview

I executed a website redesign for Hope Sews, reimagining their branding and improving the customer shopping experience. This project was a significant turning point for the brand, polishing its image to be closer aligned to its identity and mission.

As the sole UI/UX designer for this project, I worked with Hope Sews’ founder and CEO, receiving feedback throughout the design process. To start the project, I researched competitor brands’ websites and digital presence, informing my revamp of Hope Sews’ design system and branding. The project culminated in a high-fidelity interactive prototype to showcase the shopping experience and clearer information layouts.

Context

PROBLEM

Hope Sews’ website was outdated and did not accurately represent its identity, losing opportunities to connect with its target customer audience.

SOLUTION

The redesigned, modernized Hope Sews’ website better represented the direction for the brand as well as its customer base. By reinventing Hope Sews’ design system and brand identity, it created a more comfortable and cohesive experience as customers shopped with Hope Sews.

Research

I first analyzed Hope Sews’ current website, parsing the overall design to discover the pain points for this project. After analyzing my starting point, I conducted a comparative analysis of competitor brands’ websites and branding in order to align my designs closer to the e-commerce trends.

IDENTIFYING THE PROBLEM

Lack of cohesive identity

Hope Sews’ previous design system did not have a strong identity, creating distractions from the products and mission of the brand. Too many colors confused users visually and misrepresented the luxury image of the brand.

Inaccessibility of information

The interface did not have a clear visual flow, causing users to lose direction while navigating the website.

Comparative Analysis

Comparative Analysis

Anthropologie, Aritzia, and Faire

By investigating fellow competitors’ internet presence and website design, I aimed to refine Hope Sews’ image to better match our target audience and improve their experience. Understanding layouts that customers were already familiar with would reduce new, confusing elements to the experience. I also explored potential patterns across other e-commerce websites to find out what stood out and attracted customers.

Design System

Through an iterative process, I narrowed down Hope Sews’ representative personality and focused its visual style. Images were tailored to this brand persona and various fonts were experimented with to find a new typography that enhanced the imagery.

Example 1: Alternative Visual (not selected)

Example 2: Alternative Visual (not selected)

My website redesign upgraded Hope Sews’ image, aiming for a beautiful, clean, and refined impression on our audience.

Centralized Hope Sews’ public branding on the website to promote a clean aesthetic that reflected Hope Sews’ values and luxury products.
Improved users’ comfort level and familiarity with the interface, reducing the time needed to acclimate to the site so that customers could focus on their shopping needs.

Website Prototypes

Home Page Mockup

The first page that a user would view once they enter the site. Information summarized the mission of the brand as well as showcasing some of the current products.

Impact Page Mockup

The core values of Hope Sews and its global-oriented mission. This page was crucial to promoting a major driving force behind the brand and its products.

Final Solution

Reflection

What did I learn?

This redesign was a major move for the brand’s changing visual. Throughout the process, there were many discussions on the direction for the brand as new products were being released along with the brand redesign. I learned that designing is a trial and error process, offering an opportunity to experiment and iterate in order to more closely align to a vision. Because I was the only designer during this project, I considered and built upon many facets of the brand’s identity, going from the smallest details in typography to larger impact decisions on the style of visuals that would be displayed throughout all Hope Sews materials. Being able to participate across many aspects of the brand’s rebuilding process allowed me to observe how influential a strong identity can be for a growing organization. On a smaller scale, I also learned to adapt quickly and take on many responsibilities, utilizing my design expertise to offer support to the larger vision at Hope Sews.