4U by Tia Site Design
USER EXPERIENCE (UX) DESIGN | USER INTERFACE (UI) DESIGN | BRAND APPLICATION | WEB DESIGN
Amyris, Inc
Building an online presence for a new
curl-focused haircare brand
Tia Mowry launched a new line of clean haircare products
Partnered with Amyris, Inc and Walmart, Tia envisioned a line of haircare products that were clean, naturally derived, safe for all members of her family, and effective on all types of curly hair. My challenge was to design a full ecommerce site for these products that captured Tia’s fun, infectious personality while also educating the customer about the products and their unique secret ingredient, Hemi15.
In partnership with the Creative Studio at Amyris and using the brand assets they created, I designed a full mobile-first ecommerce experience based on web best practices and including some new, educational modules.
The Teaser
In order to help build anticipation around the brand launch, I designed a teaser site to give customers a sneak peek at the brand before launch. The primary goal of the teaser site was to collect emails of interested customers so that the brand could have an established list of contacts at launch.
Brand Application & Extension
One of the biggest challenges facing arts organizations is that due to timelines, most of the images captured of performances happen very close to the final performance (in a final dress rehearsal, for example) so there are rarely images to use in marketing materials in order to build excitement. In order to provide Opera Columbus with a flexible kit of parts that could be used for performances as broad & varied as those in their season, I developed a pattern based on the architecture of the Southern Theater (their home, and a Columbus gem), and then extended the pattern into a system of icons. The icons combined vintage, open-source photography with the bold, modern graphic from the pattern to further illustrate the juxtaposition between old and new started in the logo.
This juxtaposition & harmony is continued throughout the system by utilizing a “split” technique of photographs and an overlay of the graphic pattern. Faces are split down the middle and re-combined in unexpected ways to highlight the diverse and interesting audience of the opera, and then overlaid with the pattern for balance, continuity and harmony.
Brand Video
To announce the new brand & positioning, I was able to work with Mills James to Art Direct a brand video, and Circa Media to commission a custom piece of music (heard in the background).
2018 Gala Video
In order to further illustrate the forward thinking performances and unique opportunities Opera Columbus is creating, I worked with Doozy Crew to Art Direct the above video.