.avif){kind=spacer}
Clean Water Store is a company that supplies consumer and commercial water treatment systems. I created multiple product pages for them. The goal of these pages was to provide easy navigation, help guide the customer in choosing the correct system, while also informing them. For these pages, I did the design layout and graphics (including the technical diagrams and thumbnails). I also created a lot of the body copy and did additional research to inform consumers. On top of that, I did a good amount of the web development for this project. For the imagery: newer and higher-quality product images were taken and edited by me. Some of the older images were not created by me because we had not gotten to those products yet. I also worked to make the website pages more effective for showing up in AI searches. The web pages have both a PC and mobile version.
The Urban Works logo is energetic and bright, but I ensured it didn't come across as childish, as the target demographic is primarily adults. The Icon of the logo depicts multiple semi-abstract people holding hands around the letter "UW". This represents the community that Urban Works is trying to build. The people are of different colors to represent diversity, as Urban Works serves people from all walks of life. The "UW" is a grunge-style paintbrush font that makes the logo feel less corporate, and also because the client requested that the logo represent art, which is a significant part of Urban Works. The colors were selected to represent the Santa Cruz Ocean, while also ensuring they remained bright and welcoming. The Icon is designed to feel more fluid, evoking both energy and the ocean. The font for the word mark "Urban Works" is a modern slab-serif typeface. It was chosen because it is modern, bold, and easily legible, but also because it is slightly less corporate and more "hip" than a plain sans-serif typeface.
I provided the board of directors with a multi-question form that I created for branding and logo design purposes. This form is used so people without design experience can communicate what they want in their branding. People often struggle to articulate what they want, so this makes it a lot easier. I then boil down the answers to the main points and concepts. I also request that they send me any additional materials (inspiration, previous logos, logos they like, materials they have created themselves, etc.). Afterwards, I compile the info into one page.
