Fendi Website Redesign Concept
I was tasked with concepting a redesign for a website that of my choice. I chose to redesign Fendi’s website because I saw potential in pushing their visuals and brand within their current site. I was really inspired by their beautiful photography that I felt was not utilized in the site. I felt that the site wasn’t selling the brand as a luxury company and that viewers wouldn’t know the full story they were trying to tell.
Homepage
For the homepage I wanted to focus on showing off their photography and bringing viewers to their different pages. I used these modules to tell the story of their Italian beginnings, their craftsmanship, and how they have elevated their classic designs to work well in todays high fashion scene. I used a mix of serif and sans-serif typefaces to bring together the old and the new, along with a muted color palette of black, white, and shades of brown. I felt these choices helped in elevating their photographic and video assets that were originally hidden.
Category Landing Page
Women’s category landing page, vital to connecting customers to the product. I wanted to create modules that spoke to the brand and would entice the viewer to want to click into the different pages. I pulled different aspects that I felt were highlights of the site, but weren’t easily accessable in their current navigation.
I also chose to use Figma animations in order to express the motion in mind. I created a menu pop-out with a photo carousel, a hover highlighted shopping module, as well as a quick view pop-out for looking at the details of the product.
Product Listing Page
I wanting to keep this page fairly simple. The products have transparent backgrounds to elevate them and make them stand out. I also included blocks where there are modules in the clothes to break up the content.
Product Detail Page
I wanted the product detail page to be a place where the product really got to be shown off. A large part of the page is dedicated to showing off the quality of the product and the materials. I also wanted to make sure that all the content on their current pdp was used, but I made it so that the content is more visually interesting that the current site.
