Fuel Creative are trusted UX design, website and graphic designers for a number of companies througout Yorkshire. They call on our expertise and professional design services when inspiration is required, and also for improvements and redesigns to their own customer websites.
In this particular case, the website for the Afghan Rug Shop was quite outdated and in much need of a creative overhaul. As designers we usually start the creative process from the top down by looking at the brand as a whole to improve and refine each element. The logo could not be altered by customer request, but all other elements were open to creative change.
We started the creative process by evaluating the original colours, while also exploring additions with the purpose of widening the palette range to offer more design options.
The original blue and gold colours were enriched to create a luxury feel that is more representative of their products. Earth tones as secondary colours have expanded the palette, adding provenance from the geographical region of the hand-made product range.
At the core of the business is yarn and textiles that are woven into rugs and kilims. We explored these processes and designed two elements to encapsulate weaving in simple graphical forms.
To improve navigation we designed a suite of icons to graphically represent the product categories within the wesbite using a unique style specifically tailored to the brand. This is assisted with our choice of Typography.
From the start of this creative overhaul we knew the business was an advocate for the fairness and equality of the people that are behind making their products. We designed this fair trade promise graphical icon to take a prominent position at the head of all pages. This was to direct website users and customers to their statement on their continued work with fair trade and the provenance of their products.
While creating graphical elements for the website, we wanted to design a heritage mark to elevate the brand. The intended use being a signature graphic in the footer of the website, but mainly as a high quality printed label to be added to their entire range of products.
Extracting personality traits is an essential step to creating the right tone of voice for any brand. Our messaging in these examples are designed as lock ups for page sections.
Bringing it all together
The UX and Website Design
With all of the elements designed we could now bring it all together as a unified and beautiful web experience. Giving customers confidence with the information throughout the website, the provenance of their product choices and a seamless purchase experience.
Hybrid designers and web developers
We design brands that grab attention while expressing their distinct business personality. We develop brands into digital and print, social, marketing, advertising and most importantly, customer driven website design. Everything working together in pixel perfect harmony.