Express

EXPRESS is a website and brand identity redesign that I did for the clothing brand EXPRESS.
Competitive Analysis
I analyzed the target audience of Express and it's competitors in order to find out the best way to reposition the brand. Currently, the brand image of Express is very plain, they focus on targeting young professionals but since the dynamics of the workspace and mindset of young people have shifted, their brand image seems a little too safe to attract today's young professionals and stand out from the crowd. 
Inspirations
I put together a mood board representing the visual direction I want to go for the rebrand. Since Express focuses a lot on work outfit I also found inspirational modern office images to help me image the new branding direction.
Logo Designs
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 feedback, I went for the one in the middle of the first row.
Visual System
I took inspiration from the LIKE A KLOSS picture, picked pink and blue 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

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.

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

© 2020 by Queena Wang.