eCommerce Fashion Design

The initial aim for the happycoat project was to develop an online brand to be integrated with an online e-commerce system, which could be used for initial site design and would be open enough for development and seasonal re-design.
A design was required that could easily change and develop over time, and both maintain its brand identity much in the same way sites such as Ebay, Google and YouTube alter stylistic elements while maintaining the core brand, however this is made easier through their simplistic stylised designs.
The introduction of an e-commerce system to the site meant the addition of a vast array of UI elements and navigation metaphors. This required a detailed assessment of the visual structure leading to several strategies being developed.
Once a guide was produced from the key elements of the wireframe, it was possible to develop variations on the key visual concepts; from the client feedback we were able to produce the visual styling for the first stage of the site development.