before and after of , all done async

heres my design process featuring:

- new name
- brand (tone of voice, colours, logo, graphics)
- new homepage
- new pitch deck
- CMS with design system

🧵🧵🧵 bookclub.wtf

first up was choosing a new name

made chatGPT brainstorm us some abstract concepts that relates to their business model of a microfund (everyone invests into a single fund and then investments are made out of that collective fund)

decided to go with bookclub

to find tone of voice/personality: had a discussion with the team about how they would describe themselves if their company was a person

gave them a non exhaustive list

concluded with energetic, dependable, knowledgable

took and weaved in for design decisions thereafter

came up with a few draft concepts that resonated with the vibe and would be suitable for them based off various aspects (e.g. tech/nameplay/geography/industry)

4 was chosen

did some further brainstorming and concepts based off the idea of books - looked heavily on @Pinterest (swear it's an underrated platform for inspo)

narrowed concepts again - didn't think too much about implementation yet cos don't like to restrict myself

team loved the first (top left)

chose colors and logo

b&w = dependable

colours = energetic. found by looking at paint.exe palettes and choosing these ones. neon colours were too typical crypto, and muted type of colours just didn't suit the personality

deleted the 100s of typefaces i experimented with soz

went and figma'd it all up

(a post-clean shot of my files so dev-ing wouldn't be confusing af. the start process is as. messy as design files usually are)

close-ups of the different pages, there's a lot of custom made ASCII graphics weaved in like books, or the orld map ith APAC highlighted (since they dealt with investing into APAC companies)

close ups of some graveyard designs

snapshots of the design system for the website's CMS (they wanted to content invest in future)

outlined quotes, various heading sizes, font, links etcetc

throughout this process i was exploring ASCII based stuff to make graphics and see what fit

one website i truly loved was by @studiofreightaniso.studiofreight.com

we integrated animation into the navbar to further play with the energetic aspect of their personality

https://x.com/angehyc/status/1708288116866322880?s=20

played around with cute little interactions that i was hoping to incite the curiosity of people landing on the page

https://x.com/angehyc/status/1709460341149589582?s=20

further details to help build the 'book' theme with dog eared pages that when hovered over would reveal our studio

(yes i happily sacrificed discoverability of our studio by making it subtle as fuck, no regrets) lowercase.club

other details that @itswilsonhou implemented were making little movements on the ASCII effect

https://x.com/itswilsonhou/status/1713036831535800628?s=20

the websites up on if y'all wanna check it out!!!

heres some compliments that made us blush bookclub.wtf

if anyones looking for a rebrand/product design/new website come say hello to @itswilsonhou or myself!

we offer unlimited front-end dev and design for a monthly fee (and one-offs too!)

lowercase.club