Avnier is a streetwear brand created by the successful rapper OrelSan and the Swiss designer Sébastien Strappazzon. Initially focused on fashion, the brand has done a 180° to specialize in designing clothes for professionals in the audiovisual and film industries. I was approached by the team to reimagine the brand image and online experience for this new niche positioning. I worked as an integral member of the team.
For this project, I worked as product owner, UX & UI Design. I spent a full week imagining a concept model of the target vision. Then we benchmarked a lot of sites to identify key features and ideas. The whole team listed and evaluated functionalities and we established a one-year roadmap. Finally, I built the essential UX tools: hand sketched prototypes, IA structure, and interactive prototypes.
I listed, captured, and evaluated the best features from direct and indirect competitors.
Each feature has been listed and evaluated according to its cost, business potential, and interest for the brand.
Taking a long-term view of the site's architecture ensures that the browsing and user journey will be functional and intuitive for years to come.
Rapid hand sketching is a very fast and efficient design technique that makes a website tangible from the beginning of the project.
These mock-ups allowed us to validate all the functionalities at a level of detail close to what will be pushed online. These prototypes can be tested and modified quickly.
For a fashion brand, image is everything. With OrelSan, Sébastien Strappazon, and the product team, we worked to find the perfect balance between a "fashion" and a "backstage" atmosphere. This exercise helped us define photographic guidelines very early in the project and anticipate future shots of the collection.
Using a giant moodboard, this workshop allowed teams to share their preferences for one style or another and to define the contours of the future identity.
I created a unique and simple visual system inspired by cinema, audiovisual elements, and easy-to-find stock photography.
Design is not just about making something usable and beautiful. It's also about providing the right tools for teams so they can collaborate and bring their brand to life. I provided the teams with everything they need to become 100% independent with their Shopify. If they don't need me anymore, then I've done my job!
I built reusable, customizable, and responsive blocks so that the teams can bring their website to life on their own, create landing pages without paying a designer or a developer again.
All assets were delivered in normal/retina screens with all the guidelines and CSS code references. Also, everything has been optimized for web performance.
I provided photography guidelines, accessible with a simple link, so that all the operational and creative teams know exactly what to produce.
With so many meetings, phone calls, and workshops, it's easy to fall behind. I centralized all the ideas, tasks, reports of the team online and I kept the work progress up to date.
Myriam Aïlo, General Manager @ Avnier
OrelSan, Founder of AVNIER
OrelSan, Founder of AVNIER
UX Designer, Product Owner
Front & Back Shopify developer
Graphic Design & Photographer
Fashion product Manager
aka OrelSan, Founder
General Director, Supervisor
Whether your project is mature or not, we're always happy to chat with you and help you move forward. Oh, and if you like cocktails like we do, we know the best places for them, just ask !