Designing Digital Impact for a Greener Fashion Industry
time
8 months
Scope
Brand + Visual Design
Content Strategy
User Experience Design
User Interface Design
Prototype
Tools
Figma
FigJam
Notion
Adobe CC
Sanity
Overview
Launching the Green Journey
Avant-Green is a B2B sustainable fashion consultancy that partners with fashion brands and suppliers to drive positive environmental change within the industry. Their mission centers on empowering businesses to adopt sustainable practices that make a real difference.
The consultancy needed a digital platform to:
Establish credibility in the sustainable fashion space.
Educate site visitors on the impact of sustainable business practices.
Generate qualified leads for their consultation services.
Scope
Building a Sustainable Presence
Avant-Green required a custom, scalable website that could communicate their expertise and values without overwhelming users. The site needed to balance comprehensive, value-driven content with a refined, approachable user experience, ensuring that visitors—primarily professionals in the fashion industry—could quickly grasp Avant-Green’s mission and offerings.
Key considerations included:
Presenting detailed content in a digestible format
Maintaining a sophisticated yet accessible brand tone
Ensuring the site could grow with the business
To achieve these goals, we worked closely with Avant-Green to define and refine the project scope:
Branding:
Expanded the color palette for better accessibility
Updated the logo and conducted multiple font exercises for readability and brand alignment
Content:
Collaborated on text development, editing for clarity and web best practices
Balanced in-depth information with concise messaging
Tone and Style:
Blended the elegance of quiet luxury brands with mass appeal, creating a tone that felt both at par with the fashion industry and welcoming
Additional Features:
Proposed a portfolio page and enhanced the blog structure to help build authority
This approach ensured the website would not only reflect Avant-Green’s sustainable values but also provide a seamless, engaging experience for their target audience, supporting both immediate business needs and future growth
Process
Navigating the Green Path
Our approach began with collaborative workshops to align on brand vision and tone. I iterated on the visual identity, prioritizing accessibility and versatility, while distilling key messages and incorporating interactive elements for layered navigation. This allowed users to either skim the content or explore it in depth, creating a flexible and engaging experience.
However, the client’s desire for a content-rich site risked overwhelming visitors. We addressed this by strategically editing content and using interactive elements to reveal details progressively (for example, a separate content path for brands and for suppliers on a service page) , ensuring the site remained approachable and user-friendly.
Throughout the process, we encountered several challenges:
Visual accessibility required us to rethink the color palette and typography.
Ensuring the backend remained intuitive for the client was crucial, especially for ongoing content updates. We found that using Sanity as a CMS was the best choice.
Custom layouts and micro-interactions posed technical hurdles with responsive design, which we solved by adapting designs to fit development requirements.
By proactively addressing these challenges, we ensured the final product was both visually compelling and highly functional, supporting Avant-Green’s mission while delivering a seamless user experience.
Outcome
Tailored Impact, Lasting Change
We delivered a website that clearly showcased Avant-Green’s mission and expertise, structured content for both quick browsing and deeper exploration, and enhanced accessibility with a refined color palette and typography. The custom backend allowed the client to easily manage content on their own.
Avant-Green was highly satisfied, praising the site’s clean presentation, easy navigation, and effective content delivery. They also appreciated the smooth communication, seamless handoff, and positive feedback from their network.
Insights
A Tapestry Completed
This project reinforced several key insights:
B2B and B2C content structures require distinct approaches, making early audience targeting essential.
Humanizing a B2B brand with relatable imagery and an approachable tone significantly boosts engagement and trust.
Setting clear expectations and deferring new requests to future phases streamlines the process and leads to stronger results.
These lessons have deepened my commitment to designing thoughtful, accessible, and collaborative digital experiences that drive real impact.
