A bold display of elegant futurism, The New Brand's website, identity, and graphic content work in tandem to position the brand as a high end creator of influencer product lines and merchandise.
A concept we've been exploring recently, and wanted to dig deeper into with this build, is the interplay between sleek aesthetics and conversion. It's common in the design space to get so caught up in making things pretty that we forget to make sure they perform. Following best practices in both realms is our aim for each website we create, straddling the middle line of both. Optimize too much for conversion and you have a website that looks like a 90s infomercial - optimize too much for aesthetics and you have a Porsche 911 with no engine.
Lush gradients and abstract glass shapes work together to create a visually pleasing display, playing into the high end positioning of the brand and business. The combination of two differing yet complimentary fonts in the main logo are an emerging trend we've seen in the design space - we're not one for trends but the final version ended up looking too clean for us to want to change anything. Elegant and bold, this style fed back into the overarching theme of elegant futurism we set out to capture before we embarked on the execution of the project.
View the live site by clicking through below, and thank you for the visit.
“Design is the method of putting form and content together. Design, just as art, has multiple definitions, there is no single definition. Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.” - Paul Rand