BE.CLUB

Web Design

Project Overview

BE.CLUB is an affiliate marketing company headquartered in Dubai, UAE. Our primary focus is connecting publishers (influencers) with advertisers looking to promote their products or services, therefore, BE.CLUB has 2 categories of target audience.

My main task was to redesign the website to reflect company's rebranding and evolving business strategies.

My Contributions

As a lead designer on this project I was responsible for all aspects of design and performed following stages:
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- brief study
- competitors analysis
- archetype & emotion defining
- metaphor creation & ideas generation
- sitemap
- moodboard, reference concept
- UI elements (color palette, typography, composition, decorations, such as: icons, illustrations, graphics and images)
- wireframes
- responsive design for desktop & mobile
- UI-kit for developers

Problems

1) dated design;
2) huge pages with bad informational structure, so users do not understand what this website is about nd what the company is offering;
3) no Call-To-Actions's for 2 different Target Audiences.
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Solutions

1) refresh UI-elements, such as color scheme, typeface, decorations, etc. to give a new website lighter, cleaner, modern look;
2) create understandable structure on every webpage using AIDA marketing model and web-design best practices;
3) make distinguishable Call-To-Actions's for each Target Audience using color-coding for page backgrounds and buttons.

Old design

Basis for UI-design

Determining a brand's emotion and archetype helps create a consistent and relatable brand identity. Emotions connect with consumers on a personal level, fostering loyalty and recognition. Archetypes provide a framework for storytelling, making the brand more memorable and resonant. Creating a metaphor for branding adds depth and symbolism, making it easier for consumers to understand and relate to the brand's essence. Metaphors evoke emotions, simplify complex concepts, and enhance memorability, contributing to a stronger and more impactful brand presence.

Emotion

Unity - 70%

Need to be open-minded, share emotions with others, spend time together. The need for romance, intimacy, friendship.

Affiliation - 30%

Need for being a part of the group, to be accepted, to feel support and approval, to feel safer, the desire to comply withthe norms and rules of the group.

Archetype

Explorer

Explorer seeks freedom through exploring the world in order to find himself. What explorer wants is more fulfilling and authentic life and is feared of inner emptiness and conforming.

He always goes for journeys to experience new things in order to escape the boredom. The Explorer has a real autonomy and always stays true to himself but sometimes find himself in aimless wandering.

Metaphor

We are like patchwork

Patches symbolize different countries, unique people, brands, products, but when it connects, it makes very useful, unique and strong thing.

So it is a symbol BE.CLUB, it is a symbol of the community, where each member is valuable and Be. gives the opportunity to become something bigger together.

Visual hooks for conveying the metaphor