WORK
Website, UI/UX
CLIENT: Ski Basics
The brief
To design and develop a fully responsive website, create the company branding and logo, develop and design printed collateral, and update the live company website.
The role has included the following:
- Creative direction
- Brand design
- UI/UX design
- Front-end development
- Design for print
Key software and technologies:
HTML5, CSS, Bootstrap, jQuery, JavaScript, and Adobe Photoshop, Illustrator, Dreamweaver, XD, and InDesign.
Background
Ski Basics Ltd, a British ski chalet rental business based in France, is a company for which I have been solely responsible for the brand, website, and additional print design material for over 15 years. During this time, the company website has undergone regular facelifts, both to refresh the design and introduce new features, but also to improve the website's SEO.
Brand colours
The company was already using the colour orange for their branding, which they felt reflected friendliness and affordability. I explored various shades of orange to maintain its vibrancy while avoiding a red appearance, particularly on older Windows machines, and settled on #FF5D00.
To complement this, I developed a palette of colours by adding various shades of black to the 'brand' orange. The darkest shade was primarily used for text, while other shades were used to distinguish information, ensuring legibility in all scenarios. However, as the company's success led them from budget to mid-range, the darkest shade became more dominant, though the legacy orange remains throughout.
Website inconography
Bespoke icons were created with Adobe Illustrator and exported as SVGs for optimum resolution.
Company logo
The logo uses the font Futura Extra Bold Oblique. This was chosen to reflect confidence, with the italicisation employed to convey the forward motion of skiing and extreme sports.
Website buttons
Buttons were created with CSS and use SVG icons where needed. Their colours, including hover states, work on both the light and dark brand colours.
