Kala: Branding and Website
Role
UX/UI and Brand Designer
Methods & Tools
User Research, Competitive Analysis, Mood boarding, Figma, Adobe illustrator, Adobe Photoshop, Brand Identity, Brand Guidelines
Duration
January 2024 - March 2024
The goal of this project was to create a brand identity, homepage, and about page for Kala, a fictional company dedicated to promoting handmade Indian textiles. Kala’s mission is to engage the younger generation in appreciating traditional Indian handlooms, supporting artisans, and encouraging a shift toward sustainable fashion. The brand needed an online presence that was visually engaging, culturally resonant, and inviting to its target audience.
Problem Statement
Kala needed a strong, cohesive brand identity that would convey both professionalism and cultural authenticity. The brand identity, including the logo, homepage, and about page, had to: • Showcase the uniqueness of Indian textiles while appealing to modern aesthetics. • Build trust and credibility with users through a professional yet inviting design. • Educate and inspire users, encouraging them to explore and support Kala’s mission of cultural preservation and sustainability.
Methods, Tools and Practices
Methods:
User Research: Conducted interviews and developed personas to understand the needs of the target audience, including cultural enthusiasts and young adults interested in sustainable fashion.
Competitive Analysis: Analyzed similar brands and artisan-focused websites to identify best practices and differentiate Kala’s unique value proposition.
Mood Boarding: Created a mood board to capture the visual inspiration and cultural essence needed for Kala’s brand.
Tools:
Figma: Used for wireframing, prototyping, and high-fidelity design of the website.
Adobe Illustrator: Created the logo, typography, and brand elements with attention to detail in traditional patterns and motifs.
Photoshop: Edited images to create a cohesive look for website visuals.
Miro: Used for brainstorming and mapping out user needs, brand values, and feedback.
Practices:
User-Centered Design: Ensured the design reflected user values and interests, emphasizing sustainability and cultural preservation.
Iterative Design: Refined the logo, brand elements, and website layouts based on feedback, ensuring cultural accuracy and visual appeal.
Storytelling: Integrated storytelling through images, content, and layout to create an emotional connection with users.
Design Process
1. Brand Identity & Logo Creation
The design process began with defining the brand identity, as this would set the tone for the website and all associated visuals. I wanted the brand identity and logo to reflect the richness of Indian textile heritage while being modern enough to appeal to a younger audience. Key steps included:
Research & Inspiration: I conducted a deep dive into Indian textile patterns, colors, and typography styles to ensure the brand identity would feel authentic and rooted in cultural traditions.
Logo Design: The logo was crafted with hand-drawn typography in Devanagari script, evoking a sense of tradition. I incorporated intricate, textile-inspired flourishes that symbolized the craftsmanship involved in handloom weaving.
Color Palette & Typography: I selected warm, earthy tones (reds, ochres, and beige) that communicate heritage and authenticity, paired with serif typography for a vintage feel and a sans-serif font for readability.
2. Homepage Wireframing & Layout Planning
After establishing the brand identity, I moved on to wireframing the homepage. My focus was on creating an intuitive layout that would guide users through Kala’s mission, values, and offerings while also visually immersing them in the world of Indian textiles. The homepage layout was divided into:
Hero Section: A prominent logo placement and inviting message to immediately engage users.
Featured Content: “Must Reads” to showcase engaging articles like “Discovering Indian Textiles” and “The Life of an Indian Artisan.”
Visual Showcase: A collage of images and text encouraging users to “Embrace Indian Textiles,” using images of textiles and artisans to create an emotional connection.
Sign-Up CTA: A clear “Sign Up” button for the newsletter, encouraging users to stay engaged.
3. About Page Design
The About page aimed to educate users about Kala’s mission and values. I designed this page to be narrative-driven and visually connected to the homepage while deepening users’ understanding of the brand:
Mission Statement with Visual Map: The map of India, created with textile patterns, represents the diversity of Indian crafts. It visually anchors Kala’s mission and highlights the importance of cultural preservation.
Values Section: Featured Kala’s values—Empowerment, Cultural Preservation, and Sustainability—each within textile-inspired borders that reinforce the brand’s connection to traditional craftsmanship.
Newsletter CTA: Reinforced the “Sign Up” option, encouraging users to stay connected and learn more about Kala’s mission.
4. Visual Design & Prototyping
After finalizing the layout, I translated the wireframes into high-fidelity designs:
Illustrations and Imagery: Incorporated custom icons and motifs inspired by Indian textiles for a cohesive look. I used images of textiles, artisans, and natural textures to bring authenticity to the pages.
User-Centered Design: Ensured each section catered to user needs, from educating about textiles to offering resources and engaging users with call-to-action buttons.
Testing & Iteration: Conducted usability testing to gather feedback. Adjustments were made to ensure readability, balance between visuals and text, and ease of navigation.
Final Design
The final design for Kala’s brand identity and website embodied the essence of Indian textile craftsmanship while providing a seamless, user-centered experience. Key highlights included:
Logo & Brand Identity: The logo captured Kala’s cultural roots with its hand-drawn Devanagari typography and textile-inspired flourishes, while the warm, earthy color palette connected the digital experience to the physical world of Indian fabrics. The logo served as a visual anchor, instantly conveying the brand’s mission.
Homepage: The homepage design was visually captivating and intuitively organized to guide users through Kala’s offerings:
Hero Section: Greeted users with a bold logo, inviting message, and CTA to “Join Now!” for immediate engagement.
Must Reads & Visual Collage: The featured articles and image collage showcased Kala’s dedication to storytelling, bringing the artistry of Indian textiles to life.
Engagement CTA: The prominent newsletter sign-up button in the footer encouraged users to connect with Kala on an ongoing basis.
About Page: The About page communicated Kala’s mission with sincerity and clarity, using design elements that strengthened the connection between users and Kala’s values:
Mission Map: A custom map of India filled with textile patterns visually illustrated Kala’s dedication to diverse Indian crafts.
Values Section: The brand’s values were framed with textile-inspired borders, visually reinforcing Kala’s commitment to cultural preservation and sustainability.
Call to Action: The “Sign Up” button in the footer reinforced community engagement and provided users with a way to stay informed.
Consistency Across Pages: The earthy color palette, traditional motifs, and textured backgrounds created a cohesive visual experience, while the thoughtful layout and clear CTAs ensured easy navigation and engagement.
