Dressember 2.0: A fresh new style guide + website facelift

Above:    I redesigned the Dressember homepage, replacing their top carousel with a striking image by    Oladimeji Odunsi   .

Above: I redesigned the Dressember homepage, replacing their top carousel with a striking image by Oladimeji Odunsi.

Another summer project!

Earlier this year, the Dressember team got back in touch with me after I redesigned their website with friends Kara of McFarlane Photography and Lauren of Lauren Holmes Design in 2017. The Dressember Foundation is a 501(c)(3) nonprofit that partners with organizations ending human trafficking by running annual awareness and fundraising campaigns. Each year, people of every background commit to wearing a dress (or a tie) every day of December and use their platforms to raise money for the cause—to date, more than 115,000 Dressember participants have collectively raised $7.5 million!

Dressember has grown by leaps and bounds in the past two years alone, and they were finding that their website and brand needed to grow with them. They brought me on again to refresh their style guide, give them a full website copyedit, and design a new homepage as well as several other new features and pages.

I was thrilled to work with this team again, and we got started in June 2019 with the goal of completing the project by July 31, in time for the launch of their 2019 DRSSMBR collection of custom-designed dresses.

It was a busy two months, but I’m so excited to say that Dressember (version 2.0, if you feel me) is live!

Check out www.dressember.org to see the new version of the site with their updated brand colors and fonts (and let me know if you love it as much as I do).

Want to work together? Let’s talk about it!

 
 
 

color palette mood board.

I created a mood board that was geometric and floral, both gritty and soft. I used it as inspiration for Dressember’s new color palette, drawing in deeper slate and clay tones and pairing them with blush pink and sky blue to create the style guide that became the foundation for all my other designs.

moodboard.jpg
 
 
 

style guide 2.0.

I selected the colors and fonts to not only complement each other, but also subtly callback the old Dressember colors and fonts; I aimed for the updates to be different, but not shockingly so for the Dressember advocate who is familiar with the brand.

There were several words that came up in some of our initial conversations about the style guide and carried through the whole process, so I designed the final page of the style guide to display these guiding words for the brand: authentic, inspiring, inclusive, and powerful.

 
Above:    A dynamic, expanding panel feature on the new homepage to help tell their story.

Above: A dynamic, expanding panel feature on the new homepage to help tell their story.

Above:    Fully responsive design for viewing on any device.

Above: Fully responsive design for viewing on any device.

Above:    A brand new Fundraising Toolkit page, combining old pages with new design and materials to create an advocate’s guide to campaigning for Dressember.

Above: A brand new Fundraising Toolkit page, combining old pages with new design and materials to create an advocate’s guide to campaigning for Dressember.

Above:    Sitewide, I replaced static PNG graphics with coded, fully responsive modules - like this timeline illustrating Dressember’s growth.

Above: Sitewide, I replaced static PNG graphics with coded, fully responsive modules - like this timeline illustrating Dressember’s growth.

 

Psst… check out more of my recent web design work here.