In order to design a website that facilitated cohesion between customer communications while also elevating, unifying and expanding upon the brand identity, I emphasized the use of imagery, consistent brand elements, and the user-experience. In order to improve the user-interface and place this emphasis, I selected a San Serif font to accompany the unique brand font that had been solely used for all purposes prior to this project. This font selection aids the design in appealing to both defined demographic groups, as it evokes a simple, no-frills, functional, reputable connotation while simultaneously curating a modern, innovative, casual sentiment.

The final website design utilizes dynamic layouts, lifestyle imagery, typography, brand voice, unique brand elements, and simplicity to curate an innovative, inspiring, captivating, energetic, user-experience. The use of arrows, product movement, videos, parallax animations, and scrollable sections facilitate a fun, exciting, professional and thoughtful impression. The homepage blog integration, gear finder, and award winners section provide simple, integrated solutions to previously complex user-interfaces. The new additional font allows for greater typographical hierarchy, imagery emphasis, and accessibility. This, in accompaniment with the more strategic / sparse usage of the Kelty orange, intentionally guides the users attention. This allows for strategic choice presentations, effective layouts and increased selling opportunities that previously, were buried by distraction. Adjusting the darkest brand color to an off-black tone, utilizing dark gray, and incorporating more of the brand story throughout the website provides more personality and reputability. Incorporating vintage photography, highlighting earth-tone color products, and emphasizing the innovative functionality of the gear also provides a broad consumer appeal that is proven effective.

Adobe Illustrator | Adobe Photoshop | Adobe XD