Wolf & Malcolmson
San Francisco, California
Wolf & Malcolmson operates exclusively online, offering discounted new and pre-loved fashion from coveted brands such as Free People, Urban Outfitters, Frye, Kate Spade, and more.
Brand // eCommerce Website // Collateral
My role
Design lead
Skills used
- Creative dir.
- Interaction design
- UI / web design
- Visual design
- Info arch.
- Copywriting
Services and deliverables
Brand // identity
- User personas
- Color palette
- Typography
- Logo design
- Brand / style guide
UI design // website
- Discovery
- Moodboards
- User flows, purchasing journeys
- UI / polished designs
Visual // collateral
- Business cards
- Fashion show invitations
- Lookbook designs and templates
- Photography selection and editing
Promo // marketing
- Custom email templates (Mailchimp)
- Custom Woocommerce emails
- Select copywriting
Brand design
Wolf & Malcolmson’s logo is a monogram style, with each letter formed in a different font. The two font styles are meant to represent W&M’s eclectic, wide-ranging inventory. The logo was designed in two forms: open monogram, and enclosed monogram surrounded by an old-fashioned, black and white frame.
UI // web design
W&M’s revenue is generated primarily through their ecommerce website, with a DTC model that caters to style- and aesthetic-centric consumers. As such, the goal of the UI was to ensure key shopping actions could be easily performed, without sacrificing the company’s visual appeal. W&M’s primary consumer is what we referred to internally as “vibe people” – a wide ranging age group, predominantly female, and who enjoy creating aesthetic lifestyle compositions in many forms. With these personas in mind, I went with a quiet bohemian style with neutral colors and extra focus on photography selection. The design is inspired by the primary brands resold on the site: Anthropologie and Free People.
Visual design // collateral
For W&M, I designed several collateral items, including event invites, stationery, and lookbooks. W&M loves eclectic aesthetics, with lots of bold colors, florals, and contrasting patterns, which made this design work especially fun.
Event invites + lookbook
I designed several invitations and a coordinating lookbook for W&M’s biannual fashion and trunk show held near the botanical gardens in Golden Gate Park, San Francisco, CA. These shows are special in that they feature up-and-coming West Coast fashion designers with the beautiful park setting as the backdrop, and all proceeds go to the CA SPCA and Humane Society.
Business cards
The business cards feature the logo framed and overlaid on vivid fabric swatch motifs. The cards are unique and eye-catching independently, and form a colorful, eclectic mosaic when grouped together. Cardstock is a thick recycled linen texture to bring life to the fabric swatches.
High fidelity designs
Homepage
Product page
