aussieBum Landing Page Redesign
aussieBum aimed to revamp its landing page with a cleaner, more sophisticated design that moved away from a fast-fashion feel. The goal was to elevate the brand’s digital presence while maintaining its core identity and strong connection with its loyal customer base. The new design needed to strike a balance between modern elegance and the brand’s signature style, ensuring it remained recognizable and engaging to its audience.
aussieBum aimed to refresh its landing page with a more refined and sophisticated design, moving away from the fast-fashion aesthetic while preserving the essence of the brand. As a company known for its bold and distinctive identity, the challenge was to modernize its digital presence without alienating its dedicated customer base.
The redesign needed to introduce a cleaner, more premium look that aligned with contemporary design trends, enhancing usability and visual appeal. This included refining typography, optimizing imagery, and streamlining navigation to create a seamless user experience. While elevating the brand’s aesthetic, the new landing page also had to retain its signature personality—playful, confident, and unmistakably aussieBum.
Ultimately, the goal was to create a balance between sophistication and authenticity, ensuring that both long-time customers and new audiences would find the site engaging, aspirational, and true to the brand’s heritage.
Problem Statement
“aussieBum’s landing page lacks sophistication, making it feel too much like fast fashion. To stay true to its heritage while appealing to a broader audience, the brand needs a cleaner, more refined digital presence.”
Project Overview
Approach
My approach to redesigning aussieBum’s landing page was strategic, balancing aesthetics with functionality while staying true to the brand’s identity:
1. Understanding the Brand & Audience
- I analyzed aussieBum’s core values and how its identity resonates with its loyal customers.
- I Identified the need to move away from a fast-fashion look while ensuring the brand remained recognizable and engaging.
2. Defining the Design Direction
- I aimed for a cleaner, more premium aesthetic, refining typography, imagery, and layout to elevate the visual appeal.
-I focused on user experience (UX), ensuring the landing page was not only visually engaging but also intuitive and easy to navigate.
3. Enhancing Visual Hierarchy & Navigation
- I streamlined content to highlight key products, promotions, and brand messaging in a more structured way.
- I optimized imagery and layouts, ensuring a balance between bold visuals and a more sophisticated, editorial look.