Industry
Fashion Styling
Year
2024
HETCOLOR
A rebrand that embodies personalized color advice & fashion styling.
Background information
Client
HETCOLOR
Timespan
+-
2 months
Services
Branding, Webdesign, Development
Agency
Freelance
Scope
HETCOLOR is a fashion styling brand specializing in personal color advice. To support its ambitions of evolving into an established, reliable name within the industry and expanding its reach through collaborations with other fashion brands, the brand needed a refreshed identity.
This called for a complete rebrand, aligning the look and feel of HETCOLOR with its new direction. The result is a visual identity that reflects the brand’s professionalism, ambition, and strong commitment to delivering on its promises.
This called for a complete rebrand, aligning the look and feel of HETCOLOR with its new direction. The result is a visual identity that reflects the brand’s professionalism, ambition, and strong commitment to delivering on its promises.
My approach to designing a logo
The rebranding process began with a strong focus on the logo—one of the brand’s most essential assets.
In my approach, a logo must always adhere to four key principles: Simplicity, Suitability, Recognition, and Scalability.
The creative process began by defining brand keywords that captured HETCOLOR’s essence: Fashion-conscious, Luxurious, Classic Chic, Graceful, Stylish, Powerful, Clear, and Inspiring. These keywords guided the creation of mood boards and set the tone for the design direction.
In my approach, a logo must always adhere to four key principles: Simplicity, Suitability, Recognition, and Scalability.
The creative process began by defining brand keywords that captured HETCOLOR’s essence: Fashion-conscious, Luxurious, Classic Chic, Graceful, Stylish, Powerful, Clear, and Inspiring. These keywords guided the creation of mood boards and set the tone for the design direction.
Logo exploration
The resulting logo, a monogram, embodies the brand’s luxurious and stylish character while maintaining a powerful and clear presence. Multiple logo variants were developed to ensure versatility across different use cases, making the logo adaptable for any application while staying true to the brand’s identity. The elegant yet timeless design reflects HETCOLOR’s confidence and ambition as a trusted name in the fashion industry.
Following the logo development, the next step was deploying the design onto key brand assets, including business cards and color fans. The purple and reddish tones added a bold and luxurious touch, though achieving the desired effect in print presented significant challenges. Ultimately, the effort was worth it, delivering a stunning visual identity.
Following the logo development, the next step was deploying the design onto key brand assets, including business cards and color fans. The purple and reddish tones added a bold and luxurious touch, though achieving the desired effect in print presented significant challenges. Ultimately, the effort was worth it, delivering a stunning visual identity.
Some of the logos that didn't make the cut.
Co-design
With the branding established, it was time to focus on HETCOLOR’s website. The previous site resembled a blog, while the owner envisioned something more akin to a high-end fashion brand.
Through a collaborative brainstorming exercise, the “Reception Room Exercise,” we explored the ideal look and feel for the site. The keyword "Vogue" emerged as a central inspiration, leading to the choice of elegant fonts: Butler (a refined serif) and Raleway (a sleek sans-serif).
To reflect the brand’s inspiring and elegant character a subtle light trail in the signature purple color was created. The addition of a noise texture provided depth and ensured a light, sophisticated aesthetic without heavy black tones.
Through a collaborative brainstorming exercise, the “Reception Room Exercise,” we explored the ideal look and feel for the site. The keyword "Vogue" emerged as a central inspiration, leading to the choice of elegant fonts: Butler (a refined serif) and Raleway (a sleek sans-serif).
To reflect the brand’s inspiring and elegant character a subtle light trail in the signature purple color was created. The addition of a noise texture provided depth and ensured a light, sophisticated aesthetic without heavy black tones.
The final prototype of the main website.
Adaptive design
A key aspect of HETCOLOR’s service is its ability to reveal the harmony between color and an individual’s skin tone. This concept is incorporated into the website design by using videos that demonstrate the service and feature a dynamic background that shifts to reflect the displayed colors.
Given HETCOLOR’s active presence on Instagram, especially through Reels, the review section was designed to accommodate and showcase these formats. Additionally introduced were simulated Instagram-style “chats” to enhance the sense of authenticity.
These concepts were translated into an interactive prototype in Figma. The final results is completely custom built website using WordPress with Bricks Builder. This would enable the owner to update content effortlessly in real time. Staying true to my design philosophy, I enriched the static layouts with modern, understated animations to elevate the site to a premium and contemporary standard.
Curious about the result? Please click the button below to explore it yourself.
Given HETCOLOR’s active presence on Instagram, especially through Reels, the review section was designed to accommodate and showcase these formats. Additionally introduced were simulated Instagram-style “chats” to enhance the sense of authenticity.
These concepts were translated into an interactive prototype in Figma. The final results is completely custom built website using WordPress with Bricks Builder. This would enable the owner to update content effortlessly in real time. Staying true to my design philosophy, I enriched the static layouts with modern, understated animations to elevate the site to a premium and contemporary standard.
Curious about the result? Please click the button below to explore it yourself.
Before and after.
This refreshed brand identity positions HETCOLOR for future growth and equips the company for its next chapter.
Personal note
What I especially enjoyed in this project, were the brainstorm methods used. Even though they were still quite experimental, they turned out to be very effective and I will definetly will reuse them in the near future for my upcoming projects.
