Escape Design Refresh

Product Design

My Role
Lead the concept, design and execution of, an Australian brand that intends to inspire travellers with storytelling, advice, trends and deals. 
The Brief
To modernise the look and feel of Escape's brand while reflecting the brands purpose and identity through the exploration of colour, spacing, iconography and typography. 
To best consider the websites usability, legibility, accessibility and overall visual flow utilising the use of UX analysis, stakeholder findings and market research. 
The site was due to move over to a new codebase with wider breakpoints and a design system in effect. Hence, it was to be widely considered in terms of typography scale, accessibility, spacing system and mosaics. (last updated 2016)
Project Focus Areas
Brand Refresh
Search Functionality
Top List Article Page
12 weeks
Key Stakeholders
Product Manager
Creative Director
Lead Developer
Head of Audience Growth
Exploratory Phase
During this period, I ensured open and constant collaboration with all stakeholders involved. Expressing ideas, high fidelity concepts, prototypes and rationale behind use of colour theory, accessibility, legibility and usability.
UX analysis and wireframing
Visual style exploration
Final Result
Developing Escape's brand into a trendier look and feel was an achievement. The colour, iconography, roundness of imagery, UI and overall visual style helped in elevating its identity to its desired potential.
Colour and Accessibility
Iconography Suite
User Interaction States