Seymour Duncan
Concept #1
This design direction captures a "modern California" vibe with a crisp font, generous whitespace, and subtle distressed elements. The long-scrolling homepage emphasizes all key sections, mirroring the global navigation. The hero section serves as a gateway, seamlessly directing users to the main shopping categories. This version went to production nearly as-is.
The comps include placeholder text (Greek) in some areas. Following design approval, the work would undergo copywriting, active news stories and final image selection(s).
Site navigation (mobile)
Product category page
Templates were significantly streamlined, showing only key details at a glance. Images were placed on white backgrounds for a clean, modern look.
Product landing page
Professional lifestyle photos grab users attention as headers, directly reflecting the H1 content. Key product details and a concise overview are prominently displayed in the top right corner, and visible above the fold. As users scroll, they'll discover in-depth information revealed progressively. Finally, curated recommendations will anchor the bottom of the page, encouraging further shopping exploration.
Concept #2
This version is much warmer and has more of a classic or “hand-crafted” feel. I was equally excited about this version and really loved the font pairing chosen for it.
