DRAG

Playground

Click to Zoom

Scroll

UI/UX, Concept work
2020

HUI

Hui® sells beautiful, high-end furniture for art enthusiasts.

HUI-Case-study-mockups-website

How it started.

  • 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.

Link

Hui®

Date

July - September 2019

Design Role

Art Director

Design Concepts

Visual Design

Hui Logo white

All about HUI.

The Brief

HUI–Furniture like you’ve never seen before.

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.

Branding Colors

Black & white is all that was needed.

Black
#111111
rgb()
White
#ffffff
rgb()
Dark gray
#666666
rgb()
Light gray
#e0e0e0
rgb()

The Website

Artistically Simple.

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.

Art direction

Remove all distractions and let the items speak for themselves. Include a touch of luxury with elegant typography.

Hui Homepage

The Inner Pages

Consistency on every page.

01
/05

How it’s going.

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.

600+
Viewers
Watch my presentation
NEXT PROJECT
Adobe_Haiti_Cover