SOUL CAP —
Design Lead - UWP AGENCY
Soul Cap were on a mission to make ‘Swim for all’, bringing inclusivity and accessibility to the sport. The brand wanted to convey their brand values about building confidence in the water, breaking down social barriers, and speaking up for every swimmer and learner who wants to achieve more. “We’re changing the narrative on a life-saving skill that brings so much joy to so many people – and creating a place for every person who wants to get involved.”
Creative Content Art Direction by Fran Boyd
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Soul Cap approached UWP to undergo a redesign of their ecommerce website which was a very lean website with a handful of pages, they were extending their product launch within the next year and decided it was time to create a scalable ecommerce experience to showcase their new product line and create a website that was for the community.
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I lead and designed the ecommerce experience for Soul Cap, making sure it was a streamlined, scalable design that could support them when launching new products, telling their important story and making a place for their community to grow. I redesigned their look and feel streamlining their logo, colour palette and typography so it had a modern and recognisable experience. I collaborated closely with our in-house art director Fran Boyd to make sure the design and creative content was a cohesive experience which would elevate the brand. Using a data focussed approach to the UX design, making sure that all user journeys were clear and simple to navigate, making the shopping experience accessible for all.
