Area51 Branding + Web Design
Direction, design, UI/UX and content strategy for Area51's online store and branding makeover.
Area51 (+) is New Zealand's premiere source for high-end streetwear with three retail locations throughout the country and an online store that ships orders worldwide. As part of an initiative started in 2015 to elevate the store to more premium and exclusive product, Area51 needed a complete overhaul of the website and an update to the brand guidelines.
Working in collaboration with Michael Crosbie (DEVELOPER / DESIGNER) the site’s re-design was an exercise in redaction and streamlining the e-commerce experience. The site was designed to make the shopping to sale conversion as seamless as possible while developing a tool that considered the needs of the day to day staff on the shop floor.
The next step was to elevate the content; product photography, editorial images, posters, collaborations and campaigns were all considered under the same philosophy as the new website. By stripping right back to default brand colours and the most minimal graphic elements the brand speaks to customers as a vessel for other brands rather than the end product.
All product photography was moved onto fitting models and a strict, comprehensive image policy was put in place to manage continuity across all product from shaving brushes to jumpsuits.
Editorial imagery and original content guidelines emphasised sneaker culture and humanising elements of the brand. A consistent color pallette, lighting methods and tone was developed and adjusted softly each time to stay dynamic and relevant.
- Project Roles
- Art Director, Creative Director, Designer, Director, Photographer
- Adobe Illustrator, Adobe InDesign, Adobe Lightroom, Adobe Photoshop, Adobe Premiere Pro, Color Grading, Content Management, Fashion, Management of Teams 1-10, Managing Budgets, Project Management
- 2D Animations, Brand Films, Brand Guidelines, Branded Content, Photography, Social Media Content, UI Design, UX Designs, Websites
- Project Industries
- Fashion, Retail