Project Overview
Preque is a visual direction and web layout concept for an organic linen clothing brand emphasizing slow fashion and sustainable creation.
The Context
Fast fashion websites prioritize urgency (countdown timers, sales banners), which dilutes luxury positioning.
The Problem
Sustainable brands need to convey quality, story, and material texture through digital screens, necessitating an atmosphere of calm and refinement.
Strategic Approach
I designed a narrative-driven homepage structure where visual photography is balanced with spacious text details and subtle borders.
Interface & UX Design
Built a layout matching the organic textures of linen apparel.
- ·Used a refined palette of earth tones, beige, and warm white backgrounds.
- ·Designed product presentation layouts that give images room to breathe, resembling high-fashion lookbooks.
- ·Styled responsive typography systems optimizing the balance between serif headings and clean sans-serif tags.
Development & Engineering
Prototyped user paths and visual structures in Figma.
- ·Mapped out a seamless bag checkout flow stripped of unnecessary steps.
- ·Created reusable spacing guides to maintain visual hierarchy across different viewport widths.
- ·Designed subtle image reveals and hover scales to represent motion.
Launch & Outcomes
Constructed a cohesive clothing e-commerce presentation with a focus on editorial hierarchy.
- ✓Aligned brand styling guidelines with a highly functional online storefront layout.
- ✓Designed high-contrast, easily readable interfaces across devices.
Key Reflection
“Preque confirmed that visual restraint is a powerful design tool—by removing unnecessary details, the actual clothing and materials take center stage.”