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The rebrand of this portfolio website started with the logo. The original logo was dated, awkwardly shaped and had hard lines that didn't give the energy I was looking for for the brand. I started by sketching out potential new logo ideas on paper, along with an initial wireframe for an update of the layout. These logos weren't feeling quite right so I moved to the next stage of my design.
In this next stage I created 2 different brand mood boards to develop into. The first was more in line with the original logos brand feel, while the second evolved the brand to a new place while still maintaining the color-blocking design elements that were present in the initial logo. While the first page of logo development was clean and simple, I felt that the second page was a better fit for the brands evolution and would allow it more flexibility in its overall design.
Once the brand direction was landed, I finalized the logo design. I also sketched into some iconography that would fit the brand identity. The next step was landing on color palette and typography. I wanted to balance the playful font of the logo with a clean font like Acumen Variable Concept. The color palette maintained the colorful feel of the initial mood board, while layering in some less saturated versions of the colors to allow for the black text to pop.
When approaching the layout and flow of this design I wanted the majority of the information to live on one page so that visitors to the site would have a simplified experience. In order to achieve this I placed all of the main elements on one page with menu links that would take users to their desired portion of the page. I limited my additional pages to those that would contain my portfolio projects, all of which can be accessed through a photo grid on the home. This grid is reminiscent to those utilized on pages such as Instagram making it a familiar action to the user.
The next step was testing how the experience would show up in a mobile format. In order to fit the mobile experience better certain elements such as the about me section were edited in order to fit the screen size in a more visually pleasing way. The oblong photo was replaced with a cutout that floats seamlessly over the background. Color placements were also altered to be more linear and flow as the user scrolls.
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Once I was happy with the overall layout and flow within my wireframe, I finalized the experience. This involved adding all imagery, text, fonts, and colors that would bring the user experience to life. This also clearly communicates to the engineers how the final product should be built. The home page shares pertinent information about the designer such as design strategy, past product categories, experience, skills and methods of contacting. Clicking into the individual product categories the user is brought to individual pages that highlight the products that were worked on by the designer. The user can quickly flip between these categories by swiping on the page in order to move to a new category. Overall the brand redesign is intended to make the portfolio website more user friendly to any visitors who are attempting to learn more information about the designer and their experiences.
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