Customer
Year
Role
Context
NWCC
2014 – 2020
Art-director
Active growth of the company, expansion of the team, launch of digital products
About the project
North-West Coffee Company — on 360 closes the cycle of work in the field of coffee roasting. They bring in specialty coffee, roast it, sell it under their own brands. They are engaged in the distribution and maintenance of coffee equipment. They conduct training courses for HoReCa personnel. They organize and sponsor events from the coffee industry, and also do consulting.
The company needs design support in all areas of activity. From brandingNWCC to branding of events, projects, presentations of packaging development.NWCC also strives to develop in the digital sphere, develop sales and services online, and develop internal products for the HoReCa segment.
The company needs design support in all areas of activity. From brandingNWCC to branding of events, projects, presentations of packaging development.NWCC also strives to develop in the digital sphere, develop sales and services online, and 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 Results
The content of all pages of the site is based on analytics: user portraits, JTBD, user-flow
+290%
Revenue of the online-store after redesign
Top-3
In search results for queries on barista training
Top-10
In search results for queries on purchasing freshly roasted coffee
Top-10
In search results for service requests
×4
Faster launch of new landing pages for the company's services
MVP Cascara
•
Linking iOS application for staff and web-application for administrators
•
5 coffee shops in early adopters
•
×10 speed of generating consolidated financial and product reports
•
Warehouse and logistics tracking
•
Creation and maintenance of prescription cards
Situation at the start
1.
The company's brand consists only of a logo, and the graphic solutions look outdated
2.
There is no uniformity in the products, all the packaging and materials are in different styles
3.
The site is inconvenient to administer, there are no performance measurements
4.
There is no branding for industry events that the company hosts.
5.
The company's positioning has not been formulated and there is no database of its clients.
Results of the work
Effect
1.
Company branding
Slightly refined the logo. Formulated the concept of branding for the company — "technology + art". Selected a font pair, came up with graphic branding for statics and animation.
Formed the principle of working with images and with photographers shot still lifes and the team's work. Independently shot the subject for the website and portraits of the team.
Design of posters and handouts for industry events.
Design of flyers, booklets, notebooks, price lists, brugade, merch, coffee accessories.
Formed the principle of working with images and with photographers shot still lifes and the team's work. Independently shot the subject for the website and portraits of the team.
Design of posters and handouts for industry events.
Design of flyers, booklets, notebooks, price lists, brugade, merch, coffee accessories.
•
The company has updated its image and has started to stand out from its competitors (noticeable from reactions at industry events)
•
Materials for the design of — media have appeared: photographs, fonts and compositional solutions
•
The company began to bring new offers to its b2b and b2c clients — price lists, handouts, corporate gifts
2.
Sub-brands
Developed two brandings for the industry event — SPb Barista Marathon — logo, graphic design, posters, presentation, booklet, merch.
Branding of the industry event "Coffee Festival".
Design of coffee brands, from logo to packaging and websites: Crazy Barista, Coffee Scouts.
Art-direction of the coffee space Not Found.
Mad Espresso Team project — branding, packaging design, interior design support, merch
Branding of the industry event "Coffee Festival".
Design of coffee brands, from logo to packaging and websites: Crazy Barista, Coffee Scouts.
Art-direction of the coffee space Not Found.
Mad Espresso Team project — branding, packaging design, interior design support, merch
•
Stand out from the competition with vibrant, branded events and handouts
•
Branded products make it easier for companies to target their audiences
•
The company has improved its image in the labor market
3.
Company presentations
Design of company presentations for events and main activities. Creation of a system of templates and modules similar to a constructor.
•
It has become easier to communicate with partners thanks to the availability of materials at hand
•
Assembling consistent presentations has become possible in a matter of hours
4.
Packaging design
Coffee packaging design for Handmade, Crazy Barista and Coffee Scouts. Various packaging: in boxes, in bags, in capsules, drip-bags, sample-boxes. Design, patterns, graphics, illustrations, work with contractors, author's supervision of production.
•
The company has increased its recognition in the market through unique, modern and technologically advanced packaging and branding.
•
The quality of packaging production has increased due to careful selection and the absence of template solutions
5.
Hiring a team for digital projects
Team for creating websites and digital products — writing vacancies, searching for specialists, conducting interviews, connecting contractors. Designers, frontend and backend developers, system administrator. Managed the team, organized the workspace and managed projects from concept to launch.
•
It has become possible to develop turnkey services that take into account the specifics of the company
•
Flexibility in developing and launching new products and independence in decision-making thanks to your own team
6.
Website
First of all, I set up the collection of metrics to assess the current state of Yanie. I collected the requirements for the site and made a prototype based on them. After testing the prototype, I put together an annual plan for launching the new site, assembled an in-house 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, shot the missing ones, and wrote the texts with the editor.
Particular attention was paid to the site speed, mobile versions and page structure.
A landing page with its own metrics and CTA was created for each area of the company’s activity.
Regularly conducted measurements and analysis of 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, shot the missing ones, and wrote the texts with the editor.
Particular attention was paid to the site speed, mobile versions and page structure.
A landing page with its own metrics and CTA was created for each area of the company’s activity.
Regularly conducted measurements and analysis of visitors and the effectiveness of the landing pages of the new site.
•
Objective criteria for website redesign have been formulated
•
For each service of the company, a landing page with its own conversion has been created
•
Six months after the launch, the site entered the top-5 of the Yandex and Google search for target queries with zero investment in advertising and SEO
•
The structure and texts of the website pages are designed taking into account the interests and objectives of the target audience.
•
It has become possible to track the effectiveness of the site
•
The site began to work correctly on mobile devices, the share of traffic from which reached 70%
•
The launch of the site and its update became possible iteratively, so all the main pages and functions were released within six months, and within two years the site acquired additional functionality and improved the existing one.
•
The company's client database began to accumulate
•
The company began to receive more targeted requests for services, and it became easier to respond to them
7.
Online-shop
The store is built on the same technology as the website, so the image pages of the website and the online store have one database, one admin panel, and a single 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.
•
It has become possible to evaluate the effectiveness of sales channels
•
Buying goods has become more convenient thanks to the mobile version of the site
•
The company's client database began to accumulate
8.
Coffee Scouts — coffee subscription
Branded the specialty coffee line — logo, graphic design, packaging design. Designed the digital subscription system — website with admin panel, email newsletter. Helped set up work with the contractor for project development. Set up traffic metrics and a conversion funnel for the service.
Later the service stopped working as a subscription model and developed as a specialty coffee for sale — I designed additional packaging and related promotional materials.
Later 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 has stood out among its competitors in the HoReCa market and has become recognizable in the coffee culture
•
The company began selling goods with higher margins
•
The company has become more attractive to job seekers due to-its boldness in launching products and the quality of their implementation
9.
Startup "Kaskara"
Launch of the MVP version of the ERP system for managing a chain of coffee shops. Came up with the name, thought out the concept of the product together with the customer, designed it, tested it on a prototype.
Found a developer and within a year made a micro-working version of Cascara — web-application for the administrator and an iOS application on the iPad for the barista with a team of two people.
In addition to design and concept, he was responsible for the frontend part of — and set up a full-fledged design-system using the Atomic Design methodology on Patternlab + Angular + Foundation.
Tested the product in a coffee shop, collected feedback from staff, formulated key metrics and designed a presentation for investors.
Found a developer and within a year made a micro-working version of Cascara — web-application for the administrator and an iOS application on the iPad for the barista with a team of two people.
In addition to design and concept, he was responsible for the frontend part of — and set up a full-fledged design-system using the Atomic Design methodology on Patternlab + Angular + Foundation.
Tested the product in a coffee shop, collected feedback from staff, formulated key metrics and designed a presentation for investors.
•
The application has proven itself well in the test environment at the coffee shop and has attracted the attention of partners and investors.
•
The application allowed to keep records of the warehouse, prescription cards, purchase history and basic financial accounting at coffee shops
•
Tracking and comparing barista performance at coffee shops
•
Generate flexible reports on the activity of the point by financial and product indicators
•
The company has become attractive to new employees due to its image as a modern and innovative company.
0.
Management and work with contractors
Search and work as an art-director and manager with contractors in design, photography, development, marketing and SMM.
•
Excellent production specialists regularly join the team's work
•
The quality of visual and image materials has increased
•
The company's overall image has improved both on the market and internally among employees.
