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01. The Problem
I was invited to do a live stream sponsored by Adobe XD showing people how I approach typography. Since Adobe XD is geared toward designing websites and apps, I wanted to create a typography-driven website ahead of time and break down my process during the stream.
02. The Insight
I wanted to treat this project as if I were working with an actual client, so I did a competitive analysis of several other high-end furniture retailers. I found these companies presented their furniture as art pieces rather than what they’re used for. I also researched the people who can afford this kind of furniture to create a few shopper personas.
03. The Solution
A simple, yet elegant website that uses beautiful typefaces to create harmony with the high-quality products being sold. My goal was to demonstrate how, when used correctly, typography can be a designer’s most important tool. Because no matter how many gorgeous, high-resolution photos you have, you still need words to sell the products.
Hui®
July - September 2019
Art Director
Design Concepts
Visual Design
The Brief
HUI is not just a furniture store—it’s practically a museum. From chairs and sofas to sinks and even toothbrush holders, every item is a work of art that is truly one-of-a-kind. This project involved combining effective storytelling and sleek photography to help customers feel a deeper connection to each unique piece.
Black & white is all that was needed.
The Website
I wanted to create a remarkable product browsing experience. Each product page has a unique yet familiar layout: subtle animations and a well-crafted message allowing each product to tell its own story.
Remove all distractions and let the items speak for themselves. Include a touch of luxury with elegant typography.
The Inner Pages
I’ve received an overwhelming amount of positive feedback from my live stream. It makes me feel like I successfully demonstrated the importance of typography and how it can elevate a design.
I’m grateful to everyone who watched and hope they were able to gain something from it.
