Still Grinding
An e-commerce experience built to capture the brand's raw, urban edge & connect it with online shoppers.
Project Brief(ish)
Still Grinding was ready to launch. A new fashion brand looking to enter the market or so I thought.
The founder reached out with a classy vision: clean, luxe, timeless. I took it and ran with strategy.
Original moodboard
Reality check
Discovery to Delivery
I kicked off with a call. We aligned on the vibe: bold but clean. I mapped deliverables, timelines, created a visual strategy
I also ran competitive research on fashion brand landing pages, many of which leaned heavily on minimalism and luxury feels. I followed suit.
Research
Moodboard
UI Draft
Classy, Clean, and Approved
I delivered a concept the client loved; hero layout, clean visuals, neutral color palette, intentional whitespace.
The website design was ready, pending real product shots. We were 90% there.
Then Came the Photos
And that changed everything. The shots hit different; urban, raw, gritty. Nothing matched the soft visuals I had designed. It was a full pivot.
Honestly, I felt exasperated. Every step had been shared and signed off. But I knew what had to be done: scrap the old, build for what the brand had become.
When the brand evolves mid-project...
The Remix
I went back to the drawing board. This time with a retro-street direction.
I combined urban culture, gritty textures, and nostalgic flair. A fusion of '80s edge and the beauty of hustle.
Visual Redesign
I built the aesthetic from our new angle: bold fonts, black-heavy contrast, neon undertones, oversized imagery. We swapped polished for gritty and it felt right.
Every section got a makeover. The hero became cinematic. Navigation stripped down to focus on flow. I introduced a new section for hot picks, created new copy to reflect urban-street language.
Lessons From the Grind
Not every project is linear. This one was a loop-de-loop.
But I learned how to stay adaptive, protect design integrity, and build around a moving brand identity.
Thanks for coming along. There’s more to explore. Check out my other projects.
Danke!
