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

With a Master’s in Architecture from MIT and over a decade of experience, Martino works across architecture, audio, interiors, apparel, digital media, and brand design. He’s involved with projects from the conception stage throughout the fabrication, manufacturing and production processes. 



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OBSERVED WEBSITE


OBSERVED WEB DESIGN
2022-2023


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.



 

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

Mobile Translation 






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