Business Focused.
Fashion Forward.

limcollege.edu →
Problem

Being denied entry into New York fashion shows for embarassing website design can be a horrible brand experience. Afterall, LIM College has over 75+ years of exceptional fashion history under their belt.

A website re-design is an easy task, that wasn’t enough. Re-thinking a business strategy, while maintaining a brand’s soul, is another venture. My crew of misfits accomplished just that. Our thinking drove traffic through marketing and digital strategies. Honestly though, they had me at fashion.

LIM College
Planning

We first jammed out on the most pressing matter, their site. We looked into what LIM College was currently doing right as a brand (many things); what could be improved on, created goals we could be proud of collectively, and ideated on possible solutions.

Target goals included – driving new users to the site, revamping the brand style for marketing (a personal favorite), and ultimately signing new students up for the college year. As a side goal, there was a need to promote more men in business fashion.

Thoughts turned into drawings, eraser marks, smudges, and finally; grins on our faces. It was time to wireframe.

Planning
Wireframes

The nitty-gritty of user experience really comes out in wireframes. Working with LIM’s copywriters, we had an idea of the brand tone and how the site needed to speak. We also layed out the IA for all the pages, which would complete our sitemap. Looking back I wouldn’t normally take the Lorem Ipsum approach, but we at least had an idea of what each page/section was saying.

Through interface design and a few prototyping tool demonstrations we fleshed out ideas for interaction, grids, atomic design components (this gets me excited), best cases for Content Management Systems, and more.

Wireframes
Color Palette

LIM happened to already have their color palette down, in their logo. Perfect! I worked off that, using red and blue to add the vibrant overlay effect to select photography.

Color Palette
Color Palette
Typography

Collateral history has been focused around Interstate, a sturdy typeface that captures the essence of professionalism; and works well for strong headlines. We wanted to transfer that to the web to keep the years of history going digital.

Interstate Typography

Looking for the perfect serif was difficult, testing about 10 different serifs. Gentium ultimately stuck (did I mention it has a Certificate of Excellence in Type Design by ATypI?), and it had fashion aesthetic that fit just right with Interstate. WIN.

Gentium Book Basic Typography
Interface Design

Having nailed the styleguide, I started designing off the wireframes; and fixed any mistakes I may have missed, then worked on the general feel for the site.

Starting from the mobile-first approach and working my way up, I worked on four (4) different breakpoint sizes. Then, also created an atomic design template for a list of site-wide components; for easy copy-pasting in Sketch for possible future designers.

After a few rounds of feedback collaboration, near copywriting completion, and the atomic design structure in place for dev... it was time for a beer.

Interface Design
Interface Design
Footer

To drive users to sign-up for the coming college semester, I went with an experimental footer, for a persistent call-to-action on the left side of the site; while still providing valuable information where a normal footer would be.

Footer
Interface Design
Main Navigation

There was a lot to explore with the main navigation for LIM, mainly because the site was so large. I collaborated with the SEO crew with their knowledge on best practices, came up with my own research, and made a simple mega-menu that would work for all devices.

Navigation
Marketing

While I was collaborating with the team of developers to get the site built, my next steps were to revamp the marketing for the upcoming college semester.

We focused on a lot of A/B testing with banner ads, landing pages, and email campaign funnels to attract new potential LIM College prospects.

Marketing
Conclusion
limcollege.edu →

My design is the foundation of this venture with LIM College and has been proven successful as it can still be viewed over 2 years later. Knowing the agency I worked for, and their work always being a success, I’m confident it sky-rocketed LIM College’s brand.

No doubt every project in the past isn’t your most impressive work, I’m still proud of handling such a large undertaking for a one-man design army. Projects in the future only proved tougher, this was a great undertaking.