St. Frank

St. Frank Textiles

Bringing the Brand to Life.

Specializing in textiles and handcrafted art, St. Frank is a home decor brand with an ethically sourced array of artisan goods from over 25 countries around the world. Our team was tasked with refining the digital presence and web experience with a fresh visual identity that would bring the unique story behind the brand to life in an elevated, modern way.

role:

Product Designer

Agency:

Wondersauce

the opportunity

Highlighting the social mission behind the brand and bringing to life the unique story behind each piece was key in the design process. We used large, immersive images to invite the user into the bold scenes and a refined type scale to convey the elevated, but approachable voice of the brand.

Visual Exploration

Using the brand framework that was already in place, we focused on an atomic approach to the type, color, icons and components to refine the digital presence without straying too far from the St. Frank aesthetic that their collectors were already familiar with.

Modular Systems

We built a flexible CMS that would allow the St.F team to have control over placement and color of key modules where content would be changing frequently. Since color and pattern vary so much in each of the collections across the site, we wanted to give the team control without creating an overwhelming admin process.

Content Variation

To keep the homepage feeling fresh and inspired, we created a series of flexible modules to highlight the core pieces of the brand that would rotate through the seasons. Catalog releases, collection highlights, brand story features, and ongoing press features guided the design for these flexible homepage modules.

Responsive System

Making the products shine across all devices was a major focus of the collection and detail pages. Key enhancements included ensuring that users were clearly oriented upon page land, and giving an opportunity to show a vignette of styled products in a St. Frank setting.

Curated Collections

A special template was created to highlight the curated collections released by the St. Frank team. These smaller, more focused product selections allowed for more story-driven moments blending content and commerce.

the Details

Templatized modules for the product detail pages were created to allow for flexibility so the St. Frank team could populate assets easily within the admin. We focused on building modules that would tout the unique product details and the story behind each piece to help establish a connection between the user and the artisan.