Savvy is an eco-conscious High fashion magazine with the goal to be launched in 2022. The idea was to build a prototype from this virtual Magazine, inspire the brand personality in user personas that the company already had, and present a solid Editorial Design structure. We have made a competitor analysis from other brands that try to be fashionable and eco-friendly at the same time. Combining these two attributes was the main challenge of this project. We focus our solution on the visual identity of Savvy and the unique selection of digital photography.
The great challenge of this magazine is to bring the message to readers that it is possible to be fashionable and eco-friendly at the same time.
We usually associate fashion with products that are not sustainable. Savvy, through its articles, wants to make young people and modern adults in Berlin aware of recycling and spread the word that HIGH fashion is also sustainable.
The savvy magazine wanted a high fidelity prototype of their potential site with the attributes that represented them: ECO-FRIENDLY, SUSTAINABLE, HIGH FASHION, ELEGANT.
We started with a visual analysis of their possible competitors: VOGUE, ELLE, AWARE. In the same research, we realized that we wanted to mix the three styles of these sites because each had qualities that SAVVY wished to recreate. Images of nature, use of recycled materials, interviews with designers working under sustainable rules. The articles are for the internet, so reading them should be attractive and variable.
Our challenge was to create a well-structured and, at the same time, variable information architecture so that the reader would not get bored while reading this way that the conversion of the page would always be high.We decided to work on making sure that we respected the five rules to achieve high conversion rates on our platform: Put your call-to-action inside a container; use colour theory and contrast psychology; let directional cues point to your call to action; utilize your whitespace; establish a clear visual hierarchy.
We submitted the brand attributes to a survey, and within 24 hours, we had 32 responses. Respondents have to choose five adjectives that identify with the following mood board.
The results were : High Fashion, Feminine, Luxus, Elegant and Young.
We selected several fonts and surveyed them so that the overall design of the user interface would be 100% user-centred. The font chosen was: DIDOT FONT.
We created three mood boards that the users also surveyed, and the 38 users identified mood board E as the one most related to "eco-conscious" and "high fashion".