JAMAICA OPTICAL

NYC
2020

Jamaica Optical is a one-stop shop that offers eye exams and fashionable sunglasses in New York City. Our goal was to create a hip, fashion-forward web experience and social media presence targeting fashionable young adults. Contracted work made for Robert Gerov Media

Tools

ADOBE XD
INVISION
PHOTOSHOP
ILLUSTRATOR
SOCIAL PILOT

Role

RESEARCH
STRATEGY
ART DIRECTION
UI/UX DESIGN
SOCIAL MEDIA

Mobile Version

Social Media Deliverables

HOW IT WAS MADE

The Brief

Create a website and social media presence to showcase the client’s latest collection of sunglasses and promote eye health services.

The Challenge

We needed to interact with and attract a young hip crowd while also having a professional presence as a health service provider. This meant balancing two seemingly distinct objectives into one.

What I did

I developed the strategy, art directed & produced the entire site including research, brand persons, wireframes, mock ups, UI/UX, graphics & social media.

Research & Development

After receiving the brief from the client, my first step was to research the current competition to develop a full understanding of the current market. I also researched the target audience and the sunglasses industry to better understand relevant design trends. By understanding the client’s and the user’s needs, I can identify specific problems and create informed solutions.

2. Strategy

Empathizing with the target audience is crucial in developing a product that speaks to the target in their own language. I produced brand personas and mood boards to create a relatable experience with our target. Now we had a trendy, cool and collected direction to match with the goals of the client.

3. Site Map

Site maps help to organize and distribute the user’s and client’ needs in the form of pages. Together with the client, I identified the necessary pages where content, products and forms would live.

Wireframes

Wireframes are the blueprints of web construction. This is where we make structural decisions & layout the content. This includes the placement of products, promos, forms, CTAs, etc.. After a few revisions, we got the framework down and were ready to go into production.

Art Direction

I created a brand identity that was trendy, professional and bold. My reference was Barbra Kruger meets 90’s Calvin Klein. I used black and white photos, bold colors and clean white space to give it a medical feel. I sourced images of multi-ethnic models and used relevant language to reflect the values of our target during the Black Lives Matter movement.

Mock Ups

After finalizing the wireframes I apply the content and branding elements to create high-fidelity mock ups. This is where strategy and graphic design meet. Once I finish arranging the graphic elements, I send it to the client for final approval. Once we test the site and make any last adjustments, I constructed the website myself.