visual & ux design

Tropical redesign for digital agency focused on growth

Prioritising time to work on your own identity when you’ve got work to be done for clients is challenging. That’s why Cabana approached me. Cabana needed something flexible and represented their values around growth.

I aimed to create a design that offered variety in building pages, without compromising on structure.

  • ForCabana
  • Role
    • Visual design
  • Type
    • Website design

mobile 01

desktop 01

Empowering the experts

With Cabana, I worked with them to get the structure and flexibility required with the design. Being able to have a range of colours to keep things fresh between pages, really helps with the tropical and growth aspect of their image they are trying to convey.

mobile 01

mobile 02
mobile 03
mobile 04

There was a good base that could be improved upon

Much of what Cabana already had was good, I saw it as an opportunity to build upon this rather than completely start again.

Starting with improving the logo

As an agency, I believe it’s important to show your attention to detail. The Cabana logo was using a typeface without modification, so I made a few quick adjustments to make it feel that bit more intentional.

Cabana logo before and after

If you look closely at the before, taking in to consideration the three ‘a’ characters, there’s an almost awkward space either side of them. So generally tightening up the kerning here adds a better balance to the type overall.

Colour and type really set the tone

Cabana were open to me exploring ways to refresh their brand. I set the tone through defining colour and type. From discussions, it led me to inspiration from the 80s vaporwave style and labels from bottles of mezcal.

Cabana’s complementary five colour palette

Add more vibrancy and warmth

Noting the cooler blues and more muted greens that were present throughout the site, I saw no need to veer too far from that. In my opinion, they were close to hitting the tropical vibe, but it needed more warmth present in blues and vibrancy in the greens. Adding a few other complementary colours to that, you achieve what Cabana were looking for.

Visual flourishes

As mentioned with the mezcal labels, I figured I had to try bring that style in somehow.

Cabana logo in a label style

As I created the label and it felt right to round off the website with it.

designed & built with figma, gatsby & netlify

© 2023mcknny