Designing a Website Concept for a New Toy Retailer

Overview

As part of the HYPE agency team, I had the opportunity to assist a new brand specializing in toys for babies and toddlers in establishing a strong digital presence in 2024. The client initially had a minimal setup with just a basic logo that required refinements. Our primary objectives were to develop a comprehensive branding strategy, create visually engaging social media assets, and design a cohesive website structure that would appeal to the target audience of parents and guardians. By focusing on these key areas, we aimed to build a solid foundation for the brand's growth and success in the competitive children's toy retail market.

Role and Contributions

In this project, my role consisted of several responsibilities that laid the foundation for the brand’s digital identity.

Branding Concept and Color Palette

Developed a playful branding concept tailored to the client's market segment. This involved selecting colors that are appealing to both children and parents, ensuring the brand stood out in a competitive market.

Logo Touch-Ups

Refined the existing logo provided by the client, enhancing its visual appeal and ensuring it aligned with the new brand direction and color palette.

Social Media Assets

Created engaging social media posts and a Facebook cover to establish a consistent brand presence across digital platforms, helping to attract and engage the target audience.

Wireframing and Web Design

Developed an extensive set of wireframes, including various sections and section variants to allow for flexibility in the website structure. Once the structure and content were approved, I designed the desktop version of the website, providing a strong visual direction that the rest of the design team could build upon.

Web Design: Product Page Excerpts

Web Design: Excerpts

Web Design: Homepage Excerpts

Web Design: Supporting Pages Excerpts

Challenges

Starting from Scratch

As a new brand, the client lacked existing digital assets or a strong brand identity, which required creating a comprehensive branding strategy from the ground up.

Tight Timeline

The project had a short timeframe of 3-4 days for the initial design concept, necessitating efficient time management and prioritization to deliver a high-quality output within the deadline.

Collaborative Transition

After completing the initial design phase, I handed the project over to other designers within the agency, as I was transitioning out of the agency. Ensuring a smooth handover was crucial to maintain design integrity across team members. The remaining designers were responsible for creating product photos and adding mockups for additional product pages. A developer then used my original wireframes and design mockups to build the website, ensuring the final result stayed true to the initial concept.

Process

1. Discovery and Research

The project began with a thorough analysis of the client’s goals, target audience, and market landscape. This research guided our branding and design decisions, ensuring they aligned with the brand’s vision and audience expectations.

2. Branding Development

I refined the existing logo based on client feedback and developed a color palette and visual identity that conveyed the brand’s values and appealed to parents and guardians. This phase involved close collaboration with the client to ensure the final look was both cohesive and visually appealing.

3. Wireframing

I created detailed wireframes for key pages, including multiple layout options for each. This approach ensured a flexible and scalable site structure that could easily accommodate future updates and content changes.

4. Design Concept

Building on the approved wireframes, I developed the desktop design concept for the website. This phase involved selecting typography, imagery, and other visual elements that aligned with the brand identity and enhanced the user experience.

5. Handoff and Collaboration

After finalizing the design concept, I handed over the project to other designers within the HYPE agency. They expanded on my work by creating product images and additional mockups for the toy pages. A developer then took over the project to implement my designs, ensuring the final website was both visually engaging and fully functional.

Wireframes

Web Design

Social Media Assets

To support the brand's launch, I developed a series of social media posts and a Facebook cover that aligned with the new branding. The social media assets were designed to:

Build Brand Awareness

Introduced the brand to the target audience with eye-catching visuals and engaging content.

Promote Products

Highlighted key products and featured promotional offers to drive engagement and sales.

Engage the Community

Created posts that encouraged interaction and built a sense of community around the brand.

Outcome

The initial phase of the project established a strong foundation for the client’s brand identity and digital presence. The branding concept, color palette, and logo touch-ups created a cohesive and appealing look that resonated with the target audience. The wireframes and web design concept provided a clear, scalable structure that allowed the rest of the design team to build upon, ensuring a consistent user experience across the site.

Previous Project

See All

Coming Soon