Primal Wear Redesign

Primal Wear is a cycling clothing company. They wanted to update their look to be edgier, and engaged a design firm in Los Angeles, Lambesis, for their rebranding. The rebranding was a complete rethinking of the company's presence. They provided a comprehensive website review and style guide that we used for guidance.

This being a re-branding of the existing site, there was little to update as far as Information Architecture.

The style guide was thorough and saved us a great amount of time. Since I was the only UX/UI person on staff, it was not possible for the user research to be done in-house. I focused mainly on Usability, particularly addressing responsive issues that had made the previous mobile experience unsatisfactory, and User Interface and Interaction Design.

The style guide was focused rebranding, provided a high-level overview with ideas for color schemes, typography, and high-level branding. There were a couple pages devoted to the overall design patterns for the website, but they focused on the desktop. There was quite a bit less direction—practically none—regarding mobile views. One of the top problems I was to address was the responsive design and lack thereof, so the mobile views were where I spent a good amount of working up concepts and time wire framing.

Based off the style guide, I created sketches of pages and user flows that I presented to the Marketing Manager for approval.