The design direction features more of a or vintage “California” look in terms of colors and modest use of “distressed elements”. The homepage itself is a long scrolling page, highlighting and reinforcing all main sections within the global navigation.
Templates were significantly streamlined, showing only key details at a glance. Images were placed on white backgrounds for a clean, modern look.
Bold photo-based headers would feature the H1 content relevant lifestyle photography. Brief overview content and product specifications are featured in the top right, or “above the fold”. More details are provided as the user scrolls down the page with recommended items anchored at the bottom.
Anytime I create or complete a large web-project, and establish a new visual language, I like create a lightweight style guide for reference. In this instance, colors, fonts and general typography styles are shown.
The second direction, originally shown to client as an option. This version is much warmer and has more of a classic or “hand-crafted” feel. I was equally excited about this version and really loved the font pairing chosen for it.