Inspirations

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I took inspirations from Karlie Kloss, because she is the new brand ambassador since Express does a lot of work outfits I also found some pictures of Wework.

Logo Designs

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I created several logo designs in different fonts and added color to give EXPRESS a refreshing and bold look. After showing people the designs and hearing about different opinions, I went for the one the middle of the first row.

Visual System

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I took inspiration from the LIKE A KLOSS picture, picked pink(representing women's division) and blue(representing men's division) as my primary color to achieve a bold neon effect. For the fonts I went for ORATOR STN for headline and sub-head and for title and body, I picked DIN, which has the slim look that goes well with ORATOR STN.

Wireframes

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For the wireframes, besides the colors from the color palette, I used more bright colors on the website design, since EXPRESS is doing a collaboration with Karlie Kloss, I chose Tyson Ballou to pair with her.

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I also added 2 sections that are new. One is EXPRESS WARDROBE because a lot of the EXPRESS customers are not style-savvy and might need more help with their styles. The other one is EXPRESS STYLE to allow the customers to engage more with the brand.

Mockups

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To show how the final designs look like on a computer and mobile devices I created mock-ups.

Reflection

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This is a project that I worked on while studying Experiencing Brands Through Interaction Design at the School of Visual Arts (SVA) in Manhattan. In this class, I explored how we interact with a brand through interactive experiences such as websites, retails store, and mobile apps. By doing the EXPRESS project and hearing feedback from my instructor and classmates, I realized the value of critiques in design, from which I was able to refine my sketches and ideas in order to get better at graphic and interaction design.