Setting the Stage

When I first met my client, I knew this project would be different. She wasn’t just coming to me with a business idea—she was sharing a deeply personal story. As a talented fashion designer with years of experience, she had walked away from a high-paying, high-pressure role in a toxic corporate environment. Burnt out and searching for meaning, she found herself reconnecting with her passions—spending time with her aging mother and rediscovering her love for vintage fashion, styling, and the creative freedom that inspired her career in the first place.

She told me she had a dream: to build a platform that combined her love for vintage with her expertise in styling and her fascination with the entertainment industry. This wouldn’t just be about selling clothes; it would be about storytelling, connection, and helping others see vintage pieces as meaningful, one-of-a-kind moments. She wanted her brand to feel young and vibrant but rooted in the timeless charm of vintage.

As I listened, I realized this project wasn’t just about creating a website—it was about building a home for her passions, her creativity, and her vision. I was ready to help her bring it to life.

Discovery: Listening to the Heart of the Vision

In our first few conversations, I focused on truly understanding her story, her audience, and what she wanted to accomplish. It quickly became clear that her customers faced a few key challenges:

* Shopping for vintage often feels overwhelming—rummaging through piles of clothes or navigating outdated, clunky websites can make it feel inaccessible.

• * For young shoppers, especially women aged 17–24, finding curated, stylish pieces that fit their personalities is a challenge.

• * Most platforms lacked storytelling and inspiration; they sold clothes but didn’t connect emotionally with their audience.

For my client, there was an even bigger challenge: how could she balance her love for fashion, her passion for storytelling, and her vision for offering styling services for film and TV? And how could we make this all feel cohesive, youthful, and uniquely her?

One thing stood out to me—her customers weren’t just shopping for clothes. They were searching for something meaningful, something that resonated with who they were.

What I Learned:

To create a platform that truly worked, it had to do more than function—it had to inspire. It needed to evoke curiosity, make shopping effortless, and turn her audience into loyal fans.

Defining the Path: Clarifying the Vision

Goals

Together, we identified a few key objectives:

1. 1. Build an intuitive, stylish platform that blends e-commerce, inspiration, and storytelling.

2. 2. Simplify vintage shopping through curated collections that feel handpicked and intentional.

1. 3. Create a services page to promote her expertise as a stylist for the entertainment industry.

2. 4. Develop a brand identity that was fresh and modern but still deeply tied to the charm of vintage.

Persona Development

With some interviews and surveys, I imagined a student or entry-level professional as the target audience, a 17-24-year-old with a love for fashion that feels personal and unique. She doesn’t shop for trends; she shops for connection. She wants pieces that feel like they were made for her. A brand that feels authentic and inspiring would win her loyalty.

What I Learned: The persona wasn’t just a customer—she was a storyteller in her own right. Every decision I made needed to help her feel inspired and connected.

Ideation: Bringing the Dream to Life

Moodboard

To capture the essence of the brand, I created a mood board that blended neutral tones like beige and cream with pops of earthy colors—rust, teal, and deep red. It struck the perfect balance between vintage and modern, creating a warm and youthful vibe.

Sitemap Iterations

To bring clarity to the site structure, I developed a sitemap that reflected her vision:

• * Homepage: A welcoming space that introduced the brand, curated collections, and her styling services.

• * Shop: A place where users can effortlessly browse curated vintage finds, with filters for size, style, and era.

• * Services: A dedicated page to highlight her expertise in styling for TV, film, and entertainment.

• * Style Guide: A blog full of trend insights, vintage tips, and styling inspiration.

• * Contact Page: A simple way for clients and customers to connect with her.

• What I Learned: The sitemap had to serve two purposes—it needed to showcase her multi-dimensional brand while offering a seamless, intuitive experience for users.

Designing the Experience

Wireframes

Using Relume’s AI tool, I created low-fidelity wireframes to quickly test the layout and flow. The process was all about simplifying the user journey—whether someone was shopping, reading a blog post, or exploring her services, it needed to feel effortless.

High-Fidelity Designs

With feedback from the wireframes, I moved into the high-fidelity phase. I brought her neo-bohemian aesthetic to life through clean, modern layouts paired with bold imagery and earthy tones. The homepage welcomed users with storytelling moments, while the shop page felt sleek and easy to navigate.

Style Guide and UI Kit

To keep everything cohesive, I created a detailed style guide and UI kit, which included:

• * Typography: A modern sans-serif for simplicity, paired with a classic serif for storytelling elements.

• * Colors: Neutral bases with pops of warm, earthy tones to add vibrancy.

• * Components: Buttons, navigation menus, and cards designed for maximum usability and beauty.

What I Learned: The design process was more than just crafting a look—it was about capturing a feeling. Every element needed to connect with her audience and build trust in her brand.

Final Touches and Next Steps

As the designs came together, I could feel the vision becoming reality. The platform was no longer just an idea—it was a home for her brand, her creativity, and her passion.

Next, I’ll move into usability testing and prototyping, gathering feedback to refine the experience even further.

What I Learned: This wasn’t just about building a website—it was about building a story. And just like every great story, this one has only just begun.

Closing Thoughts

Working on "Just Like The Cool Kids" has been one of the most rewarding journeys of my career. It’s more than a website—it’s a platform where vintage comes to life, where style meets storytelling, and where my client’s passion shines through every detail.

Looking back, this project reminds me why I love what I do. It’s about more than solving problems or creating beautiful designs—it’s about helping someone share their story with the world.

Thank you for taking the time to read this. Press "L" if you love it and feel free to give me some feedback, Have a great day!

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