Customer
Year
role
Context
NWCC
2014 - 2020
Art Director
Active company growth, team growth, digital product launches
About the project
Northwest Coffee Company - 360 closes the loop in coffee roasting. They bring specialty coffee, roast it, and sell it under their own brands. They distribute and service coffee equipment. Conduct training courses for HoReCa staff. Organize and sponsor events from the coffee industry, as well as do consulting.
The company needs design support in all areas of activity. From NWCC branding to branding of mercurial events, projects, packaging development presentations. NWCC is also looking to develop in the digital sphere, to develop online sales and services, and to develop internal products for the HoReCa segment.
The company needs design support in all areas of activity. From NWCC branding to branding of mercurial events, projects, packaging development presentations. NWCC is also looking to develop in the digital sphere, to develop online sales and services, and to develop internal products for the HoReCa segment.
Project design team
1 designer
3 developers
1 editor
1 photographer
3 developers
1 editor
1 photographer
Key findings
Content on all pages of the site is based on analytics: user portraits, JTBD, user-flow
+290%
Online store revenue after redesign
Top 3
In the search engine for requests for barista training
Top 10
In the search results for requests to buy fresh roasted coffee
Top 10
In the search engine for service requests
×4
Faster launch of new lendings for the company's services
Cascara's MVP
-
Linking ios app for staff and web app for administrators
-
5 coffee shops in the early adopters
-
×10 speed of generation of consolidated financial and product reports
-
Warehouse and logistics tracking
-
Creation and maintenance of prescription charts
Situation at the start
1.
The company's brand consists only of the logo, and the graphics look outdated
2.
There is no uniformity in the products, all packaging and materials are in different styles
3.
The site is awkward to administer, there are no performance measurements
4.
No branding for industry events that the company holds
5.
The company's positioning is not formulated and there is no database on its customers
Results of work
Effect
1.
Company branding
Refined the logo a bit. Formulated the concept of the company's branding - "technology + art". Selected a font pair, came up with graphic branding for static and animation.
Formed the principle of working with images and with photographers filmed still lifes and the work of the team. Independently shot subjects for the website and team portraits.
Design of posters and handouts for industry events.
Design of flyers, booklets, notepads, price list, bruguides, merch, coffee accessories.
Formed the principle of working with images and with photographers filmed still lifes and the work of the team. Independently shot subjects for the website and team portraits.
Design of posters and handouts for industry events.
Design of flyers, booklets, notepads, price list, bruguides, merch, coffee accessories.
-
The company has renewed its image and started to stand out favorably against competitors (noticeable by reactions at industry events)
-
Media design materials such as photography, typography and composition have emerged
-
The company started to communicate new offers to its b2b and b2c clients - price lists, handouts, corporate gifts
2.
Sub-brands
Developed two branding for industry event - SPb Barista Marathon - logo, graphic design, posters, presentation, booklet, merch.
Branding of industry event "Coffee Festival".
Design of coffee brands, from logo to packaging and websites: Crazy Barista, Coffee Scouts.
Art-direction of coffee space Not Found.
Project Mad Espresso Team - branding, packaging design, interior design support, merch.
Branding of industry event "Coffee Festival".
Design of coffee brands, from logo to packaging and websites: Crazy Barista, Coffee Scouts.
Art-direction of coffee space Not Found.
Project Mad Espresso Team - branding, packaging design, interior design support, merch.
-
Stand out from competitors with brightly colored, branded events and handouts
-
Branded merchandise makes it easier for the company to reach its target audience
-
The company improved its image on the labor market
3.
Company presentations
Design of company presentations for events and core activities. Creation of a system of templates and modules like a constructor.
-
It is easier to communicate with partners with materials at your fingertips
-
Assembling consistent presentations made possible in a matter of hours
4.
Package design
Design of coffee packaging for Handmade, Crazy Barista and Coffee Scouts brands. Various packaging and packaging: in boxes, in bags, in capsules, drip packs, sample boxes. Design, cutouts, graphics, illustrations, work with contractors, production supervision.
-
The company has increased its visibility in the market through unique, modern and technologically advanced packaging and branding
-
The quality of packaging production has increased due to careful selection, no template solutions
5.
Hiring a team for digital projects
Team to build websites and digital products - writing jobs, finding specialists, interviewing, connecting contractors. Designers, frontend and backend developers, sysadmin. Managed team, organized workspace and managed projects from concept to launch.
-
Turnkey development of company-specific custom services is now possible
-
Flexibility to develop and launch new products and autonomy in decision-making thanks to our own team
6.
Website
First of all, I set up the collection of metrics to assess the current state. Gathered the requirements for the site and based on them made a prototype. After testing the prototype, I put together an annual plan for launching the new site, assembled an inhouse product team, with which I launched the new site.
The site runs on React and has its own full-fledged design system.
I carefully selected all the visual materials, completed the missing ones, and wrote texts with the editor.
Special attention was paid to site speed, mobile versions and page structure.
A landing page with its own metrics and CTAs was built for each area of the company's business.
I regularly measured and analyzed visitors and the effectiveness of the landing pages of the new site.
The site runs on React and has its own full-fledged design system.
I carefully selected all the visual materials, completed the missing ones, and wrote texts with the editor.
Special attention was paid to site speed, mobile versions and page structure.
A landing page with its own metrics and CTAs was built for each area of the company's business.
I regularly measured and analyzed visitors and the effectiveness of the landing pages of the new site.
-
Objective criteria for website redesign are formulated
-
For each of the company's services, there is a landing page created with its own conversion rate
-
Six months after launch, the site reached the top 5 of Yandex and Google searches for targeted queries with zero investment in advertising and SEO
-
The structure and texts of the website pages are designed with the interests and tasks of the target audience in mind
-
It became possible to track site performance
-
The site began to work correctly on mobile devices, the share of traffic from which was up to 70%
-
Launching the site and updating it was possible iteratively, so all the main pages and features were released after six months, and within two years the site had added additional functionality and improved upon what was already there
-
The company's customer database began to accumulate
-
The company started receiving more targeted service requests and responding to them became easier
7.
Online store
The store is built on the same technology as the website, so the image pages of the website and the online store are one database, one admin, one image.
Designed each user scenario on a turnkey basis, taking into account the company's business processes.
Helped structure the product catalog. Designed a system of discounts and loyalty for visitors.
Designed each user scenario on a turnkey basis, taking into account the company's business processes.
Helped structure the product catalog. Designed a system of discounts and loyalty for visitors.
-
Evaluation of sales channel effectiveness is now possible
-
Buying goods has become more convenient thanks to the mobile version of the site
-
The company's customer database began to accumulate
8.
Coffee Scouts - subscription coffee
Branded a line of specialty coffee - logo, graphic design, packaging design. Designed a digital subscription system - website with admin, email newsletter. Helped set up work with contractor for design development. Set up attendance metrics and conversion funnel for the service.
In the future, the service stopped working as a subscription model and developed as a specialty coffee for sale - I designed additional packaging and related promotional materials.
In the future, the service stopped working as a subscription model and developed as a specialty coffee for sale - I designed additional packaging and related promotional materials.
-
Attracting 20 clients without investing in advertising
-
The company stood out among competitors in the HoReCa market and became recognizable in the coffee culture
-
The company started selling a higher margin product
-
The company has become more attractive to job seekers because of its boldness in product launches and the quality of their execution
9.
Cascara startup
Launch of an MVP version of an ERP system for managing a chain of coffee shops. I came up with a name, thought up a product concept together with the customer, designed it, tested it on a prototype.
Found a developer and within a year made a micro-team of two people a working version of Kaskara - a web application for the administrator and an ios application on an iPad for the barista.
In addition to design and concept, I was responsible for the frontend - I set up a full-fledged design system using Atomic Design methodology on Patternlab + Angular + Foundation.
Tested the product in a coffee shop, gathered feedback from the staff, formulated key metrics and designed a presentation for investors.
Found a developer and within a year made a micro-team of two people a working version of Kaskara - a web application for the administrator and an ios application on an iPad for the barista.
In addition to design and concept, I was responsible for the frontend - I set up a full-fledged design system using Atomic Design methodology on Patternlab + Angular + Foundation.
Tested the product in a coffee shop, gathered feedback from the staff, formulated key metrics and designed a presentation for investors.
-
The app performed well in the test environment at the coffee point and attracted the attention of partners and investors
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The application allowed for warehouse accounting, recipe cards, purchase history and basic financial accounting at coffee outlets
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Tracking and comparing barista performance at coffee outlets
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Generation of flexible reports on point of sale activity by financial and product indicators
-
The company has become attractive to new employees due to its image as modern and innovative
0.
Management and work with contractors
Finding and working as art director and manager with contractors for design, photography, development, marketing and smm.
-
The team is regularly joined by excellent production specialists
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The level of quality of visual and image materials has improved
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Improved the image of the company as a whole both in the market and internally among employees
