I was pumped when the owners of Triassic asked me to redesign their website and help them launch an e-commerce shop. Part of what excited me was how they wanted to tell their story, creating a site that showcased their talents and could grow with them. The owners brought strong opinions about design and aesthetic to the table, and we worked closely to invoke their brand. I helped them design and build a personal site and shop that reflects their story, their values, and most importantly the handcrafted care and distinct style that defines them.
The owners of Triassic had just opened a new store downtown and were ready to move on from their Etsy shop to their own ecommerce site. Initially I realized this project would be different than other sites I had worked on, since the owners were designers themselves and had great ideas on how their site should look.
I started by walking the owners through a series of exercises to define the site’s goals and content architecture. This paid off ten-fold in efficiency when we were able to quickly and uniformly construct all of the pieces of the site into a coherent visual language. Defining the content structure early was key. I knew I would need to create a set of pre-defined building blocks to give them full ownership over their impressive portfolio and set them up to grow.
Crafting a design language
At the start of the project, I created a private board on Pinterest and asked Triassic’s owners to add images or websites that inspired them–those that they felt best represented their brand and their values. The links they shared reflected a definitive mood: the burls of aged wood and working hands, saturated, earthy palettes and crisp industrial lines.
...burls of aged wood and working hands, saturated, earthy palettes and crisp industrial lines.
We uncovered a warm palette of navy, red, gold, and cool grays. As the color scheme invoked a mood that was both rich and understated, we also sought out a typographic pairing that could be at the same time refined and comfortable. After exploring several combinations, the strong forms of Adriane stood out as a perfect compliment to the casual but refined feel of Brandon Grotesque. Proxima Nova Condensed is used sparingly in navigation.