WENDY CHAN


DESIGN    ILLOS    INFO


Ellevest Brand Refresh


Client 
Ellevest
Role
Art Director and Designer
creative director
Christina Valiquette

The problem

Ellevest’s type and color systems were established when the brand first launched back in 2016 — as the business and brand grew, all areas of its experience have evolved and elevated (photography, color, illusrations etc) but, because of technical limitations, type has remained untouched.

The old typography suite is made up of 3 open source typefaces: Playfair, Merriweather and Lato. This type suite is not distinctive or ownable to our brand. It has also caused technical and accessibility issues and limitations within our product and marketing touch points.

The solution

As Ellevest begins to position its brand as an even more elevated offering, updating the design system to reflect that value is a crucial step that will help validate a higher price point.

project goals

  • Elevate the branding to be more distinctive and ownable

  • Bring the look and feel of our type and colors up to speed to serve new current business needs to help drive perceived value

  • Ensure legibility, functionality and accessibility across all platforms























Growth at Ellevest



Client 
Ellevest
Role
Art Director
Designer
Motion designer
Copywriters
Tasbeeh Herwees
Melissa Warren
Motion design support
Robert Sommerlad


OVERVIEW

Worked directly with Growth Marketing director and copywriter to craft thoughtful and compelling visuals that drive brand awareness and acquire new users in a fast pace environment.  







Grooming Lounge


Client 
Grooming Lounge
Role
Art Director
Designer


Overview

Originally launched as a barbershop and men’s spa in D.C. and Northern Virginia, Grooming Lounge has grown into an e-commerce destination for luxury men’s grooming products and services. While the brand was well-known locally, founder Mike Gilman aimed to expand its digital presence and elevate its in-house skincare line.

THE ASK

•  Refresh the Grooming Lounge brand to attract a broader clientele.
•  Redesign the website to enhance navigation and increase sales.

Solution

  • Developed a modern design system that refined and elevated existing brand elements.
  • Created new marketing assets to enhance brand storytelling and engagement.
  • Established a product photography guideline to ensure visual consistency across the site.
  • Redesigned the website with a more intuitive user experience, including
    A streamlined cart view featuring product upsells, a free shipping progress bar, and subscription service promotions.
    Optimized site navigation to help customers find products with ease.
  • Designed a series of dynamic email templates to engage and retain customers.




A detailed brand guidelines that provide directions for design system, photography, UGC content, enail templates, etc.

Grooming Lounge art direction utilizes natural lighting and bright backgrounds to contrast the dark navy packaging. Overall, it feels natural, fresh and modern. There's minimal propping such as tiles, water and towels to create depth and textures.





New and improved experience of  the popular ‘Pick 4’ kit to drive more purchases for the in-house brand. 

Waju


Client 
Ellevest
Role
Art Director and Designer
creative direction
Deerfield
COPY
Summer Karaskova
Overview

Waju has become the newest forefront for sustainable innovation and is unlike any other water out there. They had the ingenious revelation to start the only upcycled water in the world sourced from the naturally occurring water in fruit.

The story behind this brand embodies a call to do things differently so we wanted to communicate this through touchpoints like comprehensive branding across packaging and web design. It felt only natural to dream up the world of Waju, where fantastical fruit vessels and vitamin nymphs pique curiosity and deliver the refreshing benefits of Waju in an unexpected and eye-catching way.






Emme


Client 
Emme
Role
Designer & illustrator
art direction
Deerfield
Copy
Summer Karaskova
UX DESIGNER
Ana Raquel Jiménez
Overview

80% of women miss at least one pill every month, which lead to unplanned pregnancies and other unpleasent side effects. Emme is an innovative healthcare company that seeks to solve this problem. The main products of the company consist of a smart birth control tracking device and an app that not only helps you take your birth control on time, but it also empower women by enabling them to know their bodies better by keeping track of their monthly cycles. 




Identity

The women’s health tech space has been underserved and currently filled with dated, overly  feminine designs. With this in mind, our goal was to develop an identity that’s modern and approachable for users. The identity utilizes a bold and energetic color palette, that sets the brand apart from the sea of pastels that dominates the industry.



The main typeface used is Intro Bold, a friendly and expressive san serif that makes a great eye catching headline typeface. Meanwhile, it’s paired with Trade Gothic and Work Sans to create a sense of visual balance.





















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