```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2F6WxjFmOiW9yzxikUVdK3%2Fd956f457-9cec-4c7a-98a5-5a7fe9e490a3.png?alt=media&token=3544fe02-a255-47f4-9e26-ceefde0944bd","id":"d956f457-9cec-4c7a-98a5-5a7fe9e490a3","width":2160,"height":2160,"filename":"Slide 16_9 - 13.png","type":"image/png","caption":"","border":false}]}
```

## Launched in 2021, The Artist Room is a Soho-based art gallery specialises in artworks and objects from twentieth-century and contemporary art, exhibiting works in dialogue within the context of a curated exhibition.

A sister company of Plaster Magazine, I was first approached by founder Milo Astaire to assist with creating the digital presence of The Artist Room. The key goal was to present the artworks on display in a clear, concise light that mirrored The Artist Room exhibition space.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Ftheartistroom%2Fca53a935-9a7f-4d01-8540-82aaaa2f15db.png?alt=media&token=d2a5893d-b252-49c0-b666-1c7ffca10689","id":"ca53a935-9a7f-4d01-8540-82aaaa2f15db","width":3840,"height":2160,"filename":"41.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Ftheartistroom%2F54b77db4-c622-4a3d-b30b-4acf336b9e07.png?alt=media&token=8d3ecda0-550d-4a0c-919b-042e5e97ed86","id":"54b77db4-c622-4a3d-b30b-4acf336b9e07","width":3840,"height":2160,"filename":"42.png","type":"image/png","caption":"","border":false}]}
```

## The Artist Room:Room for experimentation

Ideation and experimentation were essential in elevating the artworks alongside the brand, which were guided by authenticity and a forward-thinking mindset.

As a result, before moving forward with the site, we organised a series of inspiration workshops with quick-fire mockups to discover solutions that would allow the digital to sit in perfect alignment with the physical space, artworks, and ethos of the brand.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2F6WxjFmOiW9yzxikUVdK3%2Fe72bc911-010e-4db4-8f3b-ce4f0b8bc842.mov?alt=media&token=a87b1615-74cb-452e-8375-ea41305ce1ed","id":"e72bc911-010e-4db4-8f3b-ce4f0b8bc842","width":3722,"height":2086,"filename":"Screen Recording 2024-08-29 at 18.51.17 (1).mov","type":"video/quicktime","caption":"","border":false}]}
```

Following a series of mockups, taking web 1.0 blog aesthetic as a reference point, we eventually decided on focusing on marquees and carousels a key theme. Sharp corners, cold contrasts, a focus on the bold and moving.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Ftheartistroom%2F0fbcf962-a0a2-42c8-ad35-859e4a458724.png?alt=media&token=d6b9b3bd-ddd5-4aa7-bc24-e8cc6b27c932","id":"0fbcf962-a0a2-42c8-ad35-859e4a458724","width":3840,"height":2160,"filename":"43.png","type":"image/png","caption":"","border":false}]}
```

## Inline products and shop routes

Our research highlighted the need for digital integration of exhibitions and artwork. Displaying artwork as an ecommerce product may not always be appropriate, regardless of price.  To create funnels from news articles and exhibitions to artwork and artists, and finally to inquiry and shopping, a system had to be built so that every mention of an artwork led to a path for it to be purchased or enquired about.\
\
As a result, shop routes can be found all over the site, even if they aren't immediately obvious.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2F6WxjFmOiW9yzxikUVdK3%2F89a4aab8-56aa-4fee-a6e8-32134835b668.mov?alt=media&token=35d82e14-0e96-4186-a1de-34bed48df418","id":"89a4aab8-56aa-4fee-a6e8-32134835b668","width":1960,"height":2084,"filename":"Screen Recording 2024-08-29 at 18.52.47.mov","type":"video/quicktime","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Ftheartistroom%2F75f455a3-ac56-4dd4-8419-62a5f789ff7f.mov?alt=media&token=29e29e44-dd14-4552-acbb-329698ea25d9","id":"75f455a3-ac56-4dd4-8419-62a5f789ff7f","width":3900,"height":2086,"filename":"Screen Recording 2024-09-03 at 15.22.44.mov","type":"video/quicktime","caption":"","border":false}]}
```

Similar to Plaster Magazine, the Artist Room aimed to establish a strong newsletter presence in the art world. The Artist Room's multifaceted nature as an exhibition space, editorial, and ecommerce required the design and development of multiple templates.\
\
To get around Mailchimp’s font restrictions, a library of custom font sizes and colours was created for the client to use.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2F6WxjFmOiW9yzxikUVdK3%2Ff5ee3137-a7ca-429f-8640-2a87c785b0e1.png?alt=media&token=1291ff77-2f06-4c3c-be25-357045b09b4d","id":"f5ee3137-a7ca-429f-8640-2a87c785b0e1","width":3840,"height":2160,"filename":"44.png","type":"image/png","caption":"","border":false}]}
```

The Artist Room • Case Study

## **Jacob Hughes is a film maker, and musician**

In a joint creative exercise, I was asked by Jacob to create two film posters, as part of promotion for his upcoming short films, ‘Argentina’, and ‘I Don’t Like Being Lonely’.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2F9dQ6KHe0wRB0AKBGeRKa%2F9bf8821e-a00a-4f6f-8ba3-77427a0b0c23.png?alt=media&token=48b10c02-b085-407f-b5a3-9a4ded9d9dd2","id":"9bf8821e-a00a-4f6f-8ba3-77427a0b0c23","width":2504,"height":3083,"filename":"61b25ef9a5d4a2fedd00791a_Argentina V3 small-min.png","type":"image/png","caption":"Argentina (2021) Dir. Jacob Hughes","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2F9dQ6KHe0wRB0AKBGeRKa%2Fae4a83fd-493b-4112-8419-61a62891436c.png?alt=media&token=afb7a6c3-a6fb-41a1-95e6-c95609f7dc22","id":"ae4a83fd-493b-4112-8419-61a62891436c","width":1285,"height":573,"filename":"Frame 342.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2F9dQ6KHe0wRB0AKBGeRKa%2F56f8d6e8-7f01-464a-bf8b-7727bee7bdc0.png?alt=media&token=9da13fb0-d267-40e2-bc19-1de86d9c18e6","id":"56f8d6e8-7f01-464a-bf8b-7727bee7bdc0","width":2000,"height":2463,"filename":"6308a1bb7004053701150588_Junodef-min.png","type":"image/png","caption":"I Don’t Like Being Lonely (2022) Dir. Jacob Hughes","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2F9dQ6KHe0wRB0AKBGeRKa%2Ff08a9952-bae9-4fd1-b974-23544c97f0c0.png?alt=media&token=80227258-45de-4658-b611-3cb46a6868ee","id":"f08a9952-bae9-4fd1-b974-23544c97f0c0","width":1284,"height":572,"filename":"Frame 2171.png","type":"image/png","caption":"","border":false}]}
```

Jacob Hughes • Case Study

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2FZkO3f3uZWEZ60v7ATiy8%2F6d166e6d-535a-4fac-957f-c403238b0ded.png?alt=media&token=4d7dea50-835a-48b9-9810-6bce233fd03d","id":"6d166e6d-535a-4fac-957f-c403238b0ded","width":2160,"height":2160,"filename":"Slide 16_9 - 13.png","type":"image/png","caption":"","border":false}]}
```

## **ANGLE plc is a leading medical diagnostics company that specialises in liquid biopsy technology, with a mission to transform cancer treatment through non-invasive diagnostics.**

As part of the wider SoBold team, I led the ANGLE retainer, ensuring accessibility standards and redesigning key site sections using a modular approach. This work improved ANGLE's online presence, made them more appealing to potential investors, and provided a platform for documentation and product advertising.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2FZkO3f3uZWEZ60v7ATiy8%2F6189f58b-9086-49e9-98e8-68e07c522de1.png?alt=media&token=1a0e332e-acc8-4ea3-91bb-f19864ee0c25","id":"6189f58b-9086-49e9-98e8-68e07c522de1","width":2160,"height":2160,"filename":"Slide 16_9 - 14.png","type":"image/png","caption":"","border":false}]}
```

## **Accessibility**

Given ANGLE's industry, healthcare, accessibility was a key area for improvement throughout the retainer. ANGLE works in the public as well as private sectors in a number of countries with stringent web accessibility laws.

To ensure that ANGLE is in compliance with these laws and provides a digital presence that is usable by as many people as possible, regardless of ability, we thoroughly tested the design, code, and company branding in accordance with WCAG 2.1 using various tools at our disposal.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2FZkO3f3uZWEZ60v7ATiy8%2F44180aa0-c1c7-4d71-ac40-3d0f1c854093.png?alt=media&token=413cbf39-6e9c-44cf-9acb-1cd047aa1f40","id":"44180aa0-c1c7-4d71-ac40-3d0f1c854093","width":2028,"height":2160,"filename":"Frame 2182.png","type":"image/png","caption":"","border":true}]}
```

Above is an example of the checklisting we did; this exercise was designed to determine which colour combinations are WCAG-compliant.

If a combination was found to lack the minimum contrast recommended by WCAG, it would be considered unusable. We then checked each block to ensure that these combinations were not used. Blocks with inaccessible colour combinations would be redesigned, edited, and pushed live.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2FZkO3f3uZWEZ60v7ATiy8%2F4dc6c1c2-8904-4243-8e2c-3bf9cb3f10f3.png?alt=media&token=821e18bd-83c3-4e96-8046-b92b9e643959","id":"4dc6c1c2-8904-4243-8e2c-3bf9cb3f10f3","width":2030,"height":2008,"filename":"Frame 2181.png","type":"image/png","caption":"","border":false}]}
```

To help the developers, for this project and future testing, the Developer Accessibility Checklist was created, or DAC. This translated WCAG and A11y criteria into easy, single sentence instructions. \
\
If issues in the build were discovered, they would be prioritised based on user severity (how much of a problem does this pose for the user) and build severity (how much resources will be required to fix).\
\
If a developer required additional explanation about a testing method, a guide was created with detailed instructions.

## **Design System**

Alongside the accessibility plan, we also optimised and documented the blocks used throughout the site, arranging them into a Design System so new designers and developers could easily jump into the project and get familiar.\
\
This included a typographic system, spacing standards (in multiples of 8px), semantic colours, grid, buttons and so on.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2FZkO3f3uZWEZ60v7ATiy8%2F1a068fdc-264a-483d-9008-5f45f9dc8c0a.png?alt=media&token=9efc72e0-b337-49f0-a911-9162be1f567f","id":"1a068fdc-264a-483d-9008-5f45f9dc8c0a","width":2160,"height":2160,"filename":"Slide 16_9 - 15.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2FZkO3f3uZWEZ60v7ATiy8%2Fead696f1-9644-4896-aa44-cd9b852f1d6e.mov?alt=media&token=5cb38747-9f44-4e67-8824-4d98bd21aa54","id":"ead696f1-9644-4896-aa44-cd9b852f1d6e","width":3832,"height":2050,"filename":"Screen Recording 2024-08-29 at 17.15.39.mov","type":"video/quicktime","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2FZkO3f3uZWEZ60v7ATiy8%2F5759e359-aabb-4d4d-829e-6cd90344cee0.png?alt=media&token=1969bb10-64dd-45a7-8441-7f232c9ab90a","id":"5759e359-aabb-4d4d-829e-6cd90344cee0","width":3840,"height":2054,"filename":"21.png","type":"image/png","caption":"","border":false}]}
```

ANGLE plc • Case Study

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Fplastermagazine%2F75077625-04eb-488e-b827-2ad6794a059f.mp4?alt=media&token=15e50341-7852-402d-9658-a633ce3c0974","id":"75077625-04eb-488e-b827-2ad6794a059f","width":2160,"height":1216,"filename":"4 (3).mp4","type":"video/mp4","caption":"","border":false}]}
```

## **Plaster‘s digital platform launched in 2023, offering a dynamic mix of features, interviews, reviews and guides, focusing on art and its intersections with fashion, music, film and beyond.**

My role was to lead the web and assist in the email campaign side of the project. Following the branding redesign by Josh Crumpler and James Willshire, I worked with the team to transition Plaster from primarily print to digital. As a result, Plaster has grown enormously over the past 12 months, solidifying itself as a new voice in contemporary art and culture.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Fa2cj3EuOU48SEglriYQo%2F800f4d1b-3652-409e-b60b-8cd69263f149.png?alt=media&token=2c89838e-49e9-4533-8dbf-ff08d8cdb379","id":"800f4d1b-3652-409e-b60b-8cd69263f149","width":2160,"height":1214,"filename":"5.png","type":"image/png","caption":"","border":false}]}
```

## **Research**

**The Competitor Matrix**

Given the complete overhaul of Plaster’s offering, and change in brand, intense research was needed to establish exactly the market we were planning on occupying. \
\
The art sector naturally has a huge variance in styles, attitudes, level of perceived professionalism, and so on. Plaster’s needs as a company were that of a newly growing one.\
\
To establish our competitors, I worked with the Plaster team to create a map of relevant competitors, on what I call the “Competitor Matrix”. All types of names are plotted on this, including ones we know for certain do not match Plaster’s ethos, this is to make clear comparisons between what Plaster should and should not be.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Fa2cj3EuOU48SEglriYQo%2F426fdfaa-e461-4a7e-814b-f7e02687fc55.png?alt=media&token=566b1338-cfba-4e07-bf6c-3af2aff45401","id":"426fdfaa-e461-4a7e-814b-f7e02687fc55","width":1080,"height":830,"filename":"6.png","type":"image/png","caption":"","border":true}]}
```

## **Research & Matrix Results**

Following the research and matrix results, competitors and web influences were clearly defined. We would then use these and constantly check back on them to inform the wireframe and UI stage.

If it’s found later on that some of these names are no longer relevant, something which happens a lot given the fast-paced movement of the art sector, then the process starts again, in a more concise manner, to reestablish the results.

### **Top ranked collectively by client and design team**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Fplastermagazine%2F07c13720-c1c1-4bbb-a71a-154539962c0a.png?alt=media&token=7430d682-fd68-4c55-8cf5-de96222b08b1","id":"07c13720-c1c1-4bbb-a71a-154539962c0a","width":786,"height":162,"filename":"Frame 330.png","type":"image/png","caption":"","border":false}]}
```

### 1st. [Sixteen.world](https://sixteen.world/)

Noted for its use of black/white \
and layouts

### 2nd. [AssemblePapers](https://assemblepapers.com.au/)

Noted for its typography usage

### 3rd. [Purple Magazine](https://purple.fr/)

Noted as being a major competitor

**\
Honourable Mentions:**\
GANNI, Little Troop, Self Service Magazine

## **Sitemap**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Fplastermagazine%2F6d521cfe-5188-4b3b-9734-779806ccab04.mp4?alt=media&token=8a07aea7-7ac7-4cd6-8d3d-f7afea766aba","id":"6d521cfe-5188-4b3b-9734-779806ccab04","width":992,"height":512,"filename":"Frame 342.mp4","type":"video/mp4","caption":"","border":false}]}
```

At the same time as this happening, the sitemap is built, using Octopus.do.

## **Wireframe Progression**

Our goal was to launch the site as soon as possible and provide a framework for expansion, so we used the wireframe section to really narrow down the types of blocks we would need, saving on valuable build time.\
\
Fortunately, we could jump straight past low-fidelity wires and work with the team on structural mid-to high-fidelity wires because of the site's relative ease of use as an editorial platform.

\
\
While it was tempting to jam as many features as possible into the wireframe at the outset, our prior research revealed that competitors frequently prioritised information architecture over UX and UI elements.\
\
As a result, after a few rounds, we had a collection of streamlined wireframes to take us into the user interface.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Fa2cj3EuOU48SEglriYQo%2F52734671-25c4-4564-9f38-49ba94118229.png?alt=media&token=b6e615b9-bea7-4ba3-967d-fe78a904abfc","id":"52734671-25c4-4564-9f38-49ba94118229","width":2612,"height":2160,"filename":"Frame 4.png","type":"image/png","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Fa2cj3EuOU48SEglriYQo%2F9257a8cb-d457-469b-9830-81ac55c34319.mov?alt=media&token=44472c9c-5940-4f3f-9c63-494c1724bf76","id":"9257a8cb-d457-469b-9830-81ac55c34319","width":1964,"height":2096,"filename":"Screen Recording 2024-08-23 at 16.40.09.mov","type":"video/quicktime","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Fa2cj3EuOU48SEglriYQo%2F3be97de5-a98b-4e5c-8641-a76065ad46f8.mov?alt=media&token=4171f641-cc19-4793-93df-cfa453782667","id":"3be97de5-a98b-4e5c-8641-a76065ad46f8","width":1964,"height":2096,"filename":"Screen Recording 2024-08-23 at 16.41.04.mov","type":"video/quicktime","caption":"","border":false}]}
```

## **“The Art Newsletter That Won’t Hurt Your Head”**

The Plaster Magazine Newsletter is a weekly email series that captures the essence of contemporary art, film, industry gossip and culture. \
\
Key series include artist interviews, providing insights into the creative processes of figures like Roe Ethridge; opinion pieces on art trends, such as the rise of "Gorecore"; and event coverage, highlighting significant exhibitions and art scene happenings.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Fa2cj3EuOU48SEglriYQo%2F552ead1a-d1d0-46e5-b4c3-72f4fb7c50e2.mp4?alt=media&token=aeb0a5e5-7d50-4783-9144-d8b0e17ab6bc","id":"552ead1a-d1d0-46e5-b4c3-72f4fb7c50e2","width":2028,"height":2160,"filename":"Email frames.mp4","type":"video/mp4","caption":"","border":false}]}
```

The newsletter, created with Mailchimp and expanded over a year, aims to provide a platform for displaying articles, CTAs, products, write-ups, and short, digestible updates. Our design approach has enabled Plaster to maintain a consistent and identifiable brand identity while engaging its audience on a weekly basis.

> 66.2%\
> Average open rate over the last 3 months

> 8.6% (up 22%)\
> Average click rate over the last 3 months

> +6.5%\
> Average increase in new subscribers every month

```cv
gallery
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```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Fa2cj3EuOU48SEglriYQo%2F048b8c63-f0af-4b69-af4a-ea8d0bd20937.png?alt=media&token=1921dc65-f4fd-4850-97f6-35a326b4b64d","id":"048b8c63-f0af-4b69-af4a-ea8d0bd20937","width":1896,"height":2022,"filename":"Frame 2167.png","type":"image/png","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2Fa2cj3EuOU48SEglriYQo%2Ffb2a07e3-2f39-46fb-a740-8e500edb8bc9.png?alt=media&token=8086fb85-144c-4233-9512-357816a8d68d","id":"fb2a07e3-2f39-46fb-a740-8e500edb8bc9","width":1896,"height":2022,"filename":"Frame 2168.png","type":"image/png","caption":"","border":false}]}
```

Plaster Magazine • Case Study

```cv
gallery
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```

## **In early 2022, Fromental approached us at Verb Brands to develop their digital presence. Alongside a paid and SEO strategy, we were tasked with designing and building an eCommerce website.**

Fromental’s product structuring was a little unusual compared to your standard, collections were deep and vast, with multiple variations on top of themes. To tackle this, our product and category pages needed to be bespoke to fit their needs.

This meant custom variants, enquire vs buy toggles, pinning and bookmarking, detailed specification sections and so on.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2FaBf3iFX4xAw46pfw72z1%2F750cf27b-64f1-4e1a-ab36-5d95121ef200.mov?alt=media&token=47e6d9e2-2db4-4a8d-80b6-e4f8c5ef167c","id":"750cf27b-64f1-4e1a-ab36-5d95121ef200","width":2090,"height":2082,"filename":"Screen Recording 2024-09-13 at 15.42.31.mov","type":"video/quicktime","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2FaBf3iFX4xAw46pfw72z1%2F36ceac4e-7a15-43e3-a7c3-4778f49badb8.png?alt=media&token=3b0b3741-56af-4289-a224-4ebf5e178c30","id":"36ceac4e-7a15-43e3-a7c3-4778f49badb8","width":2880,"height":1642,"filename":"fromental.co.uk_products_babinda-hawking.png","type":"image/png","caption":"","border":false}]}
```

‍In addition to new features, Fromental were looking to modernise their branding, to target the new demographic of wallcovering customers: The wealthy millennial.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2FaBf3iFX4xAw46pfw72z1%2F2fa4a63b-bb76-42bc-82d2-21479ddcde09.jpg?alt=media&token=028e9510-86b7-4cd8-997b-873ce372a58a","id":"2fa4a63b-bb76-42bc-82d2-21479ddcde09","width":1620,"height":1620,"filename":"fromental.jpg","type":"image/jpeg","caption":"","border":false}]}
```

Previously, Fromental’s main customer base was the classic luxury customer. Sophisticated, old money.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2FaBf3iFX4xAw46pfw72z1%2F03641d50-81be-49a3-88a1-9f7a42a283ff.mov?alt=media&token=524723f7-e5af-4b0d-911c-3913ea2f2696","id":"03641d50-81be-49a3-88a1-9f7a42a283ff","width":2876,"height":1800,"filename":"Screen Recording 2024-09-13 at 14.15.42.mov","type":"video/quicktime","caption":"","border":false}]}
```

With the resurgence of mid century and modernist design amongst younger demographics, Fromental wanted to target this growing clientele.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2F2MvK5cvLKuOnFEao1XHZmqPqeEs1%2FaBf3iFX4xAw46pfw72z1%2F2901462b-18d4-49f0-9db7-2718b7f386a9.png?alt=media&token=99ddc8ee-2f99-4a5d-92e6-84dab3301af6","id":"2901462b-18d4-49f0-9db7-2718b7f386a9","width":2876,"height":1800,"filename":"Screenshot 2024-09-13 at 14.18.27.png","type":"image/png","caption":"","border":false}]}
```

As a result we introduced a mixed-modernist colour palette of navy, brown, creams. Paired with a new sans-serif font, Fromental were able to shake their old money past and penetrate the emerging young design-minded market.