BRANDING + WEB DESIGN
A multi-disciplinary creative practice spanning interior design, florals, holiday decor, custom treats, clothing design, and party planning. The work needed to organize an extraordinary range of creative output into a single cohesive brand and portfolio that could carry six distinct disciplines without losing its identity.
BOLD, COLORFUL, ECLECTIC
Kray Chic Creative Solutions Strategic Narrative
The Brief
Kray Chic is the creative practice of two partners with an unusually broad creative range — interior styling, florals, holiday decor, custom treats, clothing design, and party planning. They had been doing the work professionally and informally for years, getting inbound from Chicago boutiques, friends planning weddings, and clients who saw their personal home and wanted them to bring the same eye into their own spaces. What they didn't have was a digital home to point clients to. The brief was twofold: a complete brand identity and a portfolio website that legitimized the business and made the breadth of the work easy to navigate.
The Strategic Decisions
The biggest strategic call was structural. The portfolio had to organize an enormous range of work into something a visitor could navigate intuitively, whether they came for floral design or for a custom beaded jacket.
The site landed on six clear pillars — interior design, florals, holiday decor, delectables, clothing design, and party planning — with deeper segmentation within each category so anyone could enter through the lane that matched their need and find what they wanted fast.
The visual direction leaned bold and personal to match the energy of the partners themselves: a palette of bright fusion chartreuse and warm orchid carried through every page, paired with a homepage six-up hero where six visually disparate disciplines share a single color story.
The Outcome
The site launched in time for a Chicago bridal market trip and immediately became the legitimacy signal Kray Chic had been missing. Disparate creative outputs, finally living in one cohesive ecosystem. The partners no longer have to choose what to send when someone asks to see their work — they send the URL.
Primary Logo Design
Logo Design Breakdown
Moodboard & Color Palette
Draft Logo Territory Concepts
Wordmark Logo
Main Logo
Monogram Mark
Submark
Squarespace Website | www.kraychic.com
See what Bill & Larry have to say…
Thank you Dssentials for the branding refresh, and helping to polish and organize our services into a sleek, easy to follow, and professional website. Kray Chic has evolved from a bridal salon of years past to a myriad of services today.
Emily listened to what was important to us and delivered BEYOND our expectations! If you are in need of a refresh, a rebrand, or just wanting to build a website from scratch to showcase your services and offerings, Emily is your person. She is easy to work with and very accessible. You won’t be disappointed!
Homepage • The homepage for Kray Chic uses design layouts and color to showcase the broad spectrum of offerings and allow users to self-select their path forward to learn more.
About • The about page provides an overview of Kray Chic, an individual bio on each member, and a way to dive deeper by leading visitors to explore their portfolio offerings as a next step.
Portfolio • We kept their portfolio overview page simple. A quick description accordion to explain their 6 service offerings, and a grid of tiles customers can self-select to view images within the category that aligns to their needs.
Floral Portfolio • A great example of how a categorized photo gallery operates on the site. Each sub-category of Florals allows users to browse in a uniform fashion, and dive deeper in areas of interest, expanding photos for a clear view at all the minute details that matter.
Contact • Bill & Larry are old school when it comes to modes of contact, and wanted to keep it simple. They wanted this page to provide email and phone contact as a way to inquire on how to work with them next.