Envato Elements Create Hub
Project Overview
Envato Elements' Create Hub is a series of promotional landing pages featuring tips, tutorials & resources to help creatives get the most out of the creative stock assets they find on Elements.
The Create Page is an index page which houses a growing number of parent & child landing pages, that link out to further resources to compliment the Elements catalogue of millions of creative items.
The audience is primarily creatives, freelancers, designers, videographers & educators.
What is a Content Hub?
A content hub is a central online destination that contains curated content around a specific topic. There are significant SEO benefits to creating a content hub, including more backlinks, enhancing search traffic, increasing leads as well as increased domain authority and stronger brand recognition.
Envato Element’s content hub follows a hub & spokes model, with parent pages (the hub) linking out to a number of child pages (the spokes).
Project Background
Collaborating with Content Marketing, SEO and Design teams, I led the creative direction, design development and build of the hub's landing pages.
The project kicked off with a research phase covering competitor analysis, desktop and mobile layout exploration and content organisation. From here, I explored various responsive layouts to best organise and structure the hub's information.
There were a number of existing, non-indexed pages that were in need of a design overhaul, which formed the first order of priority.
Design Exploration
Working within Element’s brand design system, I developed and tested a range of wireframes for content blocks, or sections, that when assembled would form the structure of the landing pages. The wireframes were then converted into components within Figma.
Through designing individual content blocks, this allowed the page’s structure to be incredibly flexible. This was a requirement for SEO as the team was expecting to add, remove or iterate on the content as the hub scaled.
Each individual page was assembled from components, then content and imagery added.
One consideration was that some of the content blocks would also be used across Envato’s Paid Growth landing pages, and so needed to be consistent with other branded touchpoints. It was a requirement for each page to end with a large visual Call to Action to subscribe to Envato Elements.
Following feedback from SEO, Content Marketing and Product Design stakeholders, the sections were then built in Wordpress using Elementor. I established global text and colour styles to ensure alignment with the existing brand's design system. Pages were then set up as templates to allow the hub to easily scale.
Visual Design
It is important for visitors to the Create Hub to feel inspired to explore the Elements catalogue and empowered to create with confidence.
Visually, the hero images of each landing page is a high-traffic opportunity to create a first impression, capture attention and showcase a snapshot of what an Elements subscription offers.
Through considered compositions, fun typography and bright visuals, the imagery aims to:
• Inspire a visitor to unlock their creativity
• Show a preview of the Elements catalogue
• Draw recognition of a product, service or software eg. After Effects
Impact
Over time, the Create Hub has scaled as more topics have been added. New responsive content blocks and layouts have been added to the existing library, each designed to suit bespoke SEO requests. Similarly, page structures have been iterated upon to optimise user experience.
The Create Hub is an ongoing, live and dynamic project that is ever-evolving from the foundations set out in this project. To view the most recent pages, please visit https://elements.envato.com/lp/create/
UX, UI, Responsive Web Layout & Visual Design