A digital front door - passion project
A digital front door - passion project
A digital front door - passion project
Upscale, an independent women's clothing brand — focused on simple options for all. Features include stronger visual hierarchy clean calls to action, and a simple contact layout.
Upscale, an independent women's clothing brand — focused on simple options for all. Features include stronger visual hierarchy clean calls to action, and a simple contact layout.
Upscale, an independent women's clothing brand — focused on simple options for all. Features include stronger visual hierarchy clean calls to action, and a simple contact layout.
The problem
The problem
The problem
Upscale's original brand identity was strong, but the site structure buried it — inconsistent spacing, a cluttered product grid, and no clear path from browsing to buying. The goal was to let the product photography and brand voice lead, while giving visitors an obvious next step.
Upscale's original brand identity was strong, but the site structure buried it — inconsistent spacing, a cluttered product grid, and no clear path from browsing to buying. The goal was to let the product photography and brand voice lead, while giving visitors an obvious next step.
From structure to design
From structure to design
From structure to design
Before any visual design, I mapped the layout — hero hierarchy, a
4-column product grid that collapses cleanly to 2 columns on mobile, and a simplified contact flow.
Before any visual design, I mapped the layout — hero hierarchy, a
4-column product grid that collapses cleanly to 2 columns on mobile, and a simplified contact flow.
The result
The result
The result
Why these choices
Why these choices
Why these choices
Warm, editorial photography paired with serif type reinforces the brand's boutique feel
Single accent color (amber) used sparingly,
so it draws the eye to CTAs without overwhelming the palette
Product cards simplified to just image,
name, and price — reducing visual noise
Warm, editorial photography paired with serif type reinforces the brand's boutique feel
Single accent color (amber) used sparingly,
so it draws the eye to CTAs without overwhelming the palette
Product cards simplified to just image,
name, and price — reducing visual noise
Warm, editorial photography paired with serif type reinforces the brand's boutique feel
Single accent color (amber) used sparingly,
so it draws the eye to CTAs without overwhelming the palette
Product cards simplified to just image,
name, and price — reducing visual noise
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