Optitex built their brand on tidiness and timeliness, and my goal was to highlight those qualities. The design distinguishes between similar contextual elements to quickly differentiate between nearly-identical patterns and gives users the option to customize their work environment within the familiar Optitex workspace.
The redesign was focused on simplicity. I examined every element, measuring functionality and relevance to the overall brand language. Ultimately, I elected to strengthen the color palette remove lines, and change font sizes to optimize the site’s UI and simplify the design.
The new set of icons are familiar but fresh. Working with the size and colors from the original design, I created a custom series that recalled the icons users already recognised, but worked together as part of a coherent design language used throughout the product.