Ongoing, 2023
UX, UI, Brand Identity Creator
Website design, brand creation
The largest event seller in New York for New Year's Eve parties hired me to create a brand, build a website, and design a concierge web service.
1. Client Background
2. Project goals
3. Design Process
4. Branding Design
5 .Website Design
6. Challenges and Solutions
7. Results and Impacts
8. Conclusion
final market home page
My employer is a company comprising of multiple different brands which promote nightlife parties, with each brand serving different markets.
The company is looking to launch a new brand, aimed at more upscale parties and focused on personal concierge services.
New Year's Eve landing page on GetOut.com
The project consisted of multiple goals:
1. Design a catchy, simple logo that would convey the class and sophistication of the brand
2. Design a website to display and sell tickets to events hosted by the company
3. Create a workflow to guide users through learning about, then purchasing a concierge service
Concierge element for home page
I conducted design exercises such as comparative analysis, job stories, and stakeholder. Through looking at other nightlife brands, and delving deep into the world of private concierge services, I was able to form a structural plan for the road ahead.
Annotated analysis of Tao Group
Collaborating closely with every member of the GetOut team, initial concepts were sketched, encompassing diverse themes, color palettes, and visual elements. Feedback loops were integral; iterative discussions ensured alignment with the company's vision while remaining attuned to the audience's sensibilities.
Collaborative whiteboard using FigJam
Early drafts for logos
Style page for a finalist logo
Annotated handoff for log-in module
Flow process for checkout cart (mobile)
The final logo
The final logo hits every mark the client requested: classy, clean, and classic. As a designer, I achieve three additional goals:
'scattershot' design method for initial logo testing
My main goal was motion - both GetOut and GO both are strong calls to action, and I want the logo to reflect that.
After testing, I learned two things: simplicity is key, and the full logo should accommodate a tagline and full title.
Semifinalist monochriome logos, keyed on simplicity and motion
After further testing with stakeholders, a solution was imminent: using an arrow or > to indicate motion and excitement.
After further testing with stakeholders, a solution was imminent: using an arrow or > to indicate motion and excitement.
Final iterations, focused on kerning, case, and legibility
Design notes for homepage - note the card collections to disply events, venues, and more
I sought out to create a website inspired by neon, the New York club scene, and midnight film screenings. The website is dark, with an emphasis on ambient venue photography. Red is used as a defining element in photography, and as a highlight color. One call to action button per page is highlighted in red.
Information is collected in a card system. All types of intractable objects - venues, events, concierge, stories - are placed in unique card containers to quickly identify the category on the website. These design languages are echoed throughout the website.
Breakdown for developer of the event card
Early header for the website. Note the use of icons and the bright red as a selection highlight color
The greatest challenge of a front-end designer is communication with the developer. The lead developer for this project was based in another state, and his development team was based across the globe. I needed to create a asynchronous solution to communicate clearly all the design decisions, and have a platform for quick responses to problems.
a screenshot of our Figma FigJam collaborative board
The solution was a FigJam board. I was able to develop layered prototypes of my designs in Figma. I then imported those layers into FigJam, where I could explode components and annotate pages.
My developers were able to read and comment on my designs in real time, and could use markup tools to highlight difficulties or questions they had.
I delivered phase one of the website, a fully operational event and venue listing platform with sales fully integrated.
In doing so I accomplished my three main goals:
Our goals in phase two are to create a social media platform that is integrated into the website. The client wants users to be able to post photos of their experience at our venues and parties. I look forward to sharing my work as this develops.
Mockup of the user profile page for social posts.
