Design Refresh

Escape - 2020

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 its purpose and identity. This was to be executed through the exploration of colour, spacing, iconography and typography. 
The site was to eventually due to move over to a new codebase with wider breakpoints, an evolving global experience language and design system. Hence, this was to be considered in terms of the typographical scale, spacing system, core components and mosaics.
Project Deliverables 
Brand Refresh
Search Functionality
Top List Article Page
12 weeks - launched December 2020
Key Stakeholders
Product Manager
Head of Audience Growth
Creative Director
Lead Developer
Zeplin - 2016
Research and Exploratory Phase
During this period there was open and regular collaboration with all stakeholders involved. My aim was to gain as much learnings and insight into the user's pain points through utilising UX research, stakeholder findings, market research and peer feedback. 
I presented ideas and concepts through low-high fidelity mocks, prototypes and mapping out user journeys. I also held discussions around best-practice and rationale (importance of colour, accessibility, legibility, usability and overall flow). 
Wireframes of UX Framework
Visual Exploration
Final Result
Developing Escape's brand into a new look and feel where all stakeholders involved were pleased, was an achievement. 
The refreshed colour, iconography, visual style, UI and overall flow helped in elevating its identity to its desired potential.
Colour and Accessibility
Iconography Suite
User Interaction States