Industry: Publishing
Timeline: 3 weeks
My Role: Freelance Visual Designer

Charming shop stocking classic and indie authors' works of the romantic genre and beyond, plus sticker and clothing merch.

My Role and Impact

I led user research throughout the project, collaborating closely with my design manager to shape the overall direction. By synthesizing insights from user conversations and a competitive audit, we pinpointed opportunities to streamline onboarding and tailor communications. I also developed mood boards to ensure the website’s visual design aligned with our findings and the brand’s vision.

The Problem:

The brand felt very old so the target audience of people they were hoping to bring in was not considering TLC as a third space. Its roots were set, brimming with energy and excitement, but had no central modern brand to cultivate its identity.

Solution:

By playing a key role in setting the visual direction and informing strategic decisions early on, crafting a visually cohesive experience that reinforced Last Chapters identity through meticulously structured content — all while meeting an ambitious timeline was the way to go.

Moodboards and feedback rounds looked something like this.

Outcome