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Martin Elliott aka Martino is a designer based in Brooklyn, NY. 

Graduating from MIT with a Masters in Architecture, Martino an architecturally trained designer with over 10 years of diverse experience in design across mediums and scales. Proficient in working with print media, website UX/UI, apparel, video, and furniture design, leveraging an eye for identifying key core components to build compelling concepts. Specializes in projects that offer a layered complexity, ranging from easily digestible to contemplative experiences and is driven by a passion for interrogating the relationship between brands, the built environment, and digital media.


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Music Alias: Other Nomad Soundloud

OBSERVED WEBSITE


OBSERVED WEB DESIGN

2022-2023

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Employer: OBSERVED
Developer: Third Party

  Live Site.  

Roles: Project Management + Lead
Concept Developement
Wireframe + Prototyping
Digital Design / UI + UX
Deliverables: Action Buttons
Header + Footer
Custom Module Design:
Shop All Pages
Product Pages
Specialty Product Pages

Content Collection + Formatting

Mobile Design

Rich Text Editor

Training and Document Aids on CMS platform (Prismic)

Tech Stack: Klaviyo
Prismic
Shopify
Vimeo

OBSERVED was preparing to introduce itself into the world as a premier lifestyle brand and the brand needed a digital overhaul in order to put its best foot forward. We decided a state of the art website was essential to connect the brand’s broad range activities; e-commerce, in-person curated events, private events, a farm and aviary in the Catskills, and showroom in Williamsburg.


The task was to build a web platform that could be a foundational storytelling tool, a place for patrons to keep up to date with what is new in the OBSERVED world and lastly, a place for people to shop.


We built a flexible e-commerce and publication platform that can be operated fully independent from web-developers using a user friendly CMS platform.

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The website became a design tool that organized the brands hierarchal functions. One can see this hierarchy directly translated on the website structure diagram: 
Wireframe

Website Wireframe Hierachy // User Pathyway

Navigation

Dark Mode: As the storytelling arm of the website we chose to go with a dark backdrop more reminicant of a theatrical experience. 
Dark Mode is also home to sharing information about OBSERVED’s physical spaces; Williamsburg, Catskill and Pop-Ups. 

Light Mode:
Devoted to displaying the product offering through a minimally designed e-commerce platform. 
- Apparel
- Plants
- Art & Design

Dark Mode | Light Mode

Naviation Design | Spacing, Kerning, Color etc. 

E-Commerce
Labeled “Market”, tipping the hat to the many farmers market and village markets found on the Main St of many downtowns. 

Continued the minimal design approach through the e-commerce platorm. We utilized quick add features and hover to view in order to minimize the user jumping to new pages. 
Each product page can be extended with custom editorial content for a deeper dive into the meaning behind each OBSERVED product. 

E-Commerce Shop All Page | Product Page Variations

 

Events:
The events page was built to simeotaneously display events across all locations, allowing users to have a big picture view expressing the variety of experiences available to attend. 

Event View All Page | Williamsburg | Catskill | Pop-Up 


Event Page | Description | Share | Purchase Tickets 

 

Story

Williamsburg About Page | Catskill About Page 

Action Buttons

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