Customer
Year
Role
Context
NWCC
2014 – 2020
Art-director
Active company growth, team expansion, and launch of digital products
About the project
North-West Coffee Company — provides 360-degree coverage of the coffee roasting industry. They import specialty coffee, roast it, and sell it under their own brands. They distribute and service coffee equipment. They conduct training courses for HoReCa personnel. They organize and sponsor coffee industry events and also provide consulting services.
The company requires design support across all areas of its operations. This includes branding for events, projects, presentations, and packaging development. TERM_11__ also strives to expand digitally, develop online sales and services, and develop internal products for the HoReCa segment.
The company requires design support across all areas of its operations. This includes branding for events, projects, presentations, and packaging development. TERM_11__ also strives to expand digitally, develop online sales and services, 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 website pages is based on analytics: user profiles, JTBD, user-flow
+290%
Revenue of the online store after the 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
Launch new landing pages for company services faster
MVP of Cascara
•
A bundle of iOS apps for staff and web apps 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
The 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The company's brand consists only of a logo, and the graphic solutions look outdated.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 difficult to administer and 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
I refined the logo a bit. I formulated the — company branding concept of "technology + art." I selected a font pairing and created graphic branding for both static and animated images.
I developed a working philosophy for images and, working with photographers, captured still lifes and team work. I also independently photographed the website's subject matter and team portraits.
Design of posters and handouts for industry events.
Design of flyers, booklets, notepads, price lists, brugade, merch, coffee accessories.
I developed a working philosophy for images and, working with photographers, captured still lifes and team work. I also independently photographed the website's subject matter and team portraits.
Design of posters and handouts for industry events.
Design of flyers, booklets, notepads, price lists, brugade, merch, coffee accessories.
•
The company has updated its image and now stands 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 communicate new offers to its b2b and b2c clients: price lists, handouts, corporate gifts.
2.
Sub-brands
Developed two branding systems for the industry event — SPb Barista Marathon —: logo, graphic design, posters, presentation, booklet, and merchandise.
Branding for the industry event "Coffee Festival".
Coffee brand design, from logos to packaging and websites: Crazy Barista, Coffee Scouts.
Art-direction of the coffee space Not Found.
Mad Espresso Team's — project: branding, packaging design, interior design support, merch
Branding for the industry event "Coffee Festival".
Coffee brand design, from logos to packaging and websites: Crazy Barista, Coffee Scouts.
Art-direction of the coffee space Not Found.
Mad Espresso Team's — project: branding, packaging design, interior design support, merch
•
Stand out from the competition with vibrant, branded events and promotional materials
•
Branded products make it easier for companies to target their audiences.
•
The company has improved its image in the labor market
3.
Company presentations
Designing company presentations for events and core business activities. Creating a system of templates and modules similar to a construction kit.
•
It's become easier to communicate with partners thanks to having materials at hand
•
Assembling consistent presentations has become possible in a matter of hours.
4.
Packaging design
Coffee packaging design for the Handmade, Crazy Barista, and Coffee Scouts brands. Various packaging options: boxes, bags, capsules, drip bags, sample boxes. Design, patterns, graphics, illustrations, contractor management, and production supervision.
•
The company has increased its market recognition through unique, modern, and technologically advanced packaging and branding.
•
The quality of packaging production has improved thanks to careful selection and the absence of template solutions.
5.
Hiring a team for digital projects
The — team for creating websites and digital products included writing job postings, searching for specialists, conducting interviews, and onboarding contractors. Designers, front-end and back-end developers, and a system administrator. Managed the team, organized the workspace, and managed projects from concept to launch.
•
It has become possible to develop turnkey in-house services that take into account the specifics of the company
•
Flexibility in developing and launching new products and independence in decision-making thanks to an in-house team
6.
Website
First, I set up metrics collection to assess the current state. I compiled website requirements and built a prototype based on them. After testing the prototype, I created an annual plan for the new website's launch and assembled an in-house product team to launch the new website.
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 website 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 website.
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 website 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 website.
•
Objective criteria for website redesign have been formulated
•
A landing page with its own conversion rate has been created for each of the company's services.
•
Six months after its launch, the site reached the top -5 in Yandex and Google search results for targeted 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 website's performance
•
The site began to work correctly on mobile devices, with the share of traffic from mobile devices reaching up to 70%.
•
The launch of the site and its updating became possible in an iterative manner, 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 receiving more targeted requests for services, and responding to them became easier.
7.
Online-shop
The store is built on the same technology as the website, so the website's image pages 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 discount and loyalty system 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 discount and loyalty system for visitors.
•
It has become possible to evaluate the effectiveness of sales channels
•
Buying products 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
I branded the — specialty coffee line with a logo, graphic design, and packaging design. I designed the — digital subscription system, website, admin panel, and email newsletter. I helped set up a contractor for project development. I 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 accompanying promotional materials.
Later, the service stopped working as a subscription model and developed as a specialty coffee for sale — I designed additional packaging and accompanying promotional materials.
•
Attract 20 clients without investing in advertising
•
The company has successfully stood out among its competitors in the HoReCa market and has become recognizable in the coffee culture
•
The company began selling products 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"
Launching an MVP version of an ERP system for managing a coffee shop chain. I came up with the name, developed the product concept with the client, designed it, and tested it on a prototype.
I found a developer and within a year, with a team of two people, I made a working version of Cascara's micro- — web- app for the administrator and an iOS app on the iPad for the barista.
In addition to design and concept, I was responsible for the front-end part of — and set up a full-fledged design-system using the Atomic Design methodology on Patternlab + Angular + Foundation.
I tested the product in a coffee shop, collected feedback from staff, formulated key metrics, and designed a presentation for investors.
I found a developer and within a year, with a team of two people, I made a working version of Cascara's micro- — web- app for the administrator and an iOS app on the iPad for the barista.
In addition to design and concept, I was responsible for the front-end part of — and set up a full-fledged design-system using the Atomic Design methodology on Patternlab + Angular + Foundation.
I tested the product in a coffee shop, collected feedback from staff, formulated key metrics, and designed a presentation for investors.
•
The app performed well in a test environment at a coffee shop and attracted the attention of partners and investors.
•
The application allowed for inventory management, recipe cards, purchase history, and basic financial accounting at coffee shops.
•
Tracking and comparing barista performance at coffee shops
•
Generate flexible reports on the point's activities based on 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
Seeking and working as an art director and manager with contractors in design, photography, development, marketing, and SMM.
•
Excellent production specialists are regularly joining the team's work.
•
The quality of visual and image materials has improved
•
The company's overall image has improved, both in the market and internally among employees.
