Product
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Blog
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Online education
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Landing page
MY ROLES
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Sole Designer in charge of:
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Brand identity
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Logo design
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Typography
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Mobile design
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Iconography
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DESIGN PRINCIPLES
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Black effect
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F-patterns
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Gestalt
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Common conventions
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Chunking
Project results
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Very successful e-commerce site
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Created professional grade website for a small new company
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Website and company later sold to a third party (the website being a main selling point)
Design problem
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Create a modern education/blog website from the ground up.
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Design and create branding colors, fonts, imagery, interactions, iconography, and logos.
brand identity
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Falling Ducks provides online instructional content. The website is still in development.
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I chose a black and yellow theme for the logo and website. This echoes yellow road and traffic signs.
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I wanted the brightest yellow possible without looking artificial. I settled on a slightly muddy yellow: #ebeb00.

font choice
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The primary font, Bebas Neue, was chosen as a neutral font that also is similar to construction/road signs.

logo design
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The logo and company name is meant to be a play on the FALLING ROCKS road sign

UI design
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Since the business is new and somewhat obscure I made sure that the website headline/title explained explicitly what the business does.
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Having a clear call-to-action guides users to complete the current primary goal of the website.
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On an unreleased page of the site I used extensive symbols and short copy to compare and contrast traditional events with Falling Duck's upcoming service.

