leanne bathurst

Case Study: Visual Design for LiquidLab

Background
LiquidLab provided a creative brief for the design of a single "long-scroll" style landing page. While entering a market currently dominated by established brands, LiquidLab wanted to differentiate itself from competitors. Detailed information about LiquidLab's target audience and secondary audience were provided, and the goals of each audience were to be considered for the design strategy.

Process
The design process began with the development of a strong objective and strategy statement for the project:

Objective: To promote LiquidLab as the preferred choice for professional, urban dwelling women who want a customized juice blend to supplement their current healthy lifestyle.

Strategy: To convince health-conscious women and men
 to utilize LiquidLab’s Personalization Profile tool
 instead of brands like Liquiteria, Evolution and Blue Print Cleanse
 because LiquidLab is the only juice bar that customizes juice blends to satisfy their personal health goals and tastes.

Moving into the Discovery phase, I conducted a thorough competitive survey, as well as an audience survey and development of personas. In the Ideation phase, I identified keywords used as the basis for developing moodboards. Next, I developed low-fidelity wireframes, applying contrast and Gestalt principles to create visual hierarchy. Based on my research, I went on to develop a style guide including a color palette, typography, iconography and navigation that supported the objective for the landing page. Best practices for UX design and responsive design were implemented as well. For more details about the design process, view the full Case Study.

Outcome
The final deliverables include a high-fidelity mockup for the desktop and mobile versions of the landing page utilizing a 12 column responsive grid layout, redlines, and a style guide (included in the Case Study). The design strategy and call-to-action speaks to the primary target audience, and directs the user toward creating a personalized juice blend tailored for their goals and tastes.