Web Design in York
Brand Identity & Shopify Website Design
Project overview
Ravenwood Co began as a clear creative idea without the visual structure needed to turn it into a functioning brand. The founder had a strong sense of the atmosphere they wanted to create, but no established identity or website to communicate it to customers.
The concept centred around a cosy goth clothing brand. Rather than leaning into loud or dramatic gothic imagery, the intention was to create something softer and more comforting. The brand needed to feel warm, atmospheric, and sensory-friendly while still holding onto the darker aesthetic that inspired it.
Our role was to build both at the same time so the brand identity and website worked together naturally. By designing the visual identity first and then applying it to the Shopify store, we could ensure the entire customer experience felt consistent from the moment someone arrived on the site.The result is a brand that feels calm, distinctive, and fully realised, supported by a Shopify store that allows customers to browse comfortably and confidently.
The founder knew exactly how the brand should feel.
The difficulty was translating that feeling into a clear identity and an online store.
There were no defined colours, typography choices, or brand guidelines. The founder had ideas about how the brand should feel, but these ideas had not yet been translated into a structured design system that could be used across a website, social media, and product pages.
Without this foundation, it would have been difficult to build a website that felt cohesive or memorable.
Another challenge was the specific tone the brand needed to achieve. The founder wanted the brand to sit within the gothic aesthetic but without the intensity that often comes with it. The atmosphere needed to feel calm and comforting rather than heavy or overwhelming.
At the same time, the website still needed to perform its practical role as an online store.
Customers needed to be able to browse collections, view products, and complete purchases easily. The design therefore had to balance atmosphere with clarity.
The challenge was therefore not just about creating something visually appealing. It was about building a brand identity and a website that worked together, supported the founder’s vision, and remained practical to run day to day.
Understanding the real picture
We spent time with their team, their customers, and their competitors
Brand identity refined
The first step was understanding the emotional direction of the brand.
Rather than beginning with visual design straight away, we explored what the founder wanted people to feel when interacting with Ravenwood Co.
The brand was intended to feel calm, slightly mysterious, and comforting. The inspiration came from woodland imagery, soft fabrics, candlelit spaces, and quiet, atmospheric environments.
The challenge was therefore not just about creating something visually appealing. It was about building a brand identity and a website that worked together, supported the founder’s vision, and remained practical to run day to day.
Moodboard and Visual Exploration
With the brand direction clarified, the next step was building a moodboard.
The moodboard acted as the visual foundation for the entire project. It included examples of colours, textures, lighting styles, typography references, and general design inspiration that matched the cosy goth aesthetic.
By gathering these references together, we were able to test different visual directions and confirm which ones best reflected the intended atmosphere of the brand.
The moodboard also helped guide later design decisions. Whenever new elements were created, they could be checked against this visual reference to ensure consistency.
Brand identity design
Once the visual direction was established, we moved on to developing the brand identity.
This stage included defining the colour palette, selecting typography, and designing the overall visual style that Ravenwood Co would use across its online presence.
The colour palette was chosen to reflect warmth and atmosphere without becoming visually overwhelming. Typography was selected to be readable and calm while still maintaining character.
Planning the website experience
Before building the Shopify store, we focused on planning the structure of the site and the journey customers would take while browsing.
Navigation needed to be clear, product pages needed to present information in an organised way, and the overall layout needed to support easy browsing without visual clutter.
This planning stage helped ensure the final site would feel intuitive rather than overwhelming.
Shopify Website Design
With the brand identity and structure in place, we designed the Shopify store.
The visual design followed the principles established earlier in the project. Spacing, colour choices, and typography were used carefully so the site felt calm and easy to explore.
Product pages were designed to highlight the clothing while keeping information clear and accessible. This included ensuring that product descriptions, sizing information, and images were easy to find without making the layout feel crowded.
Shopify was chosen because it provides a strong foundation for e-commerce while remaining manageable for small business owners. It allows the founder to update products, manage orders, and grow the store without needing technical support for everyday tasks.
What changed after launch
The finished project gave Ravenwood Co the foundation it needed to launch as a fully realised brand.
Instead of starting with a basic online store, the business now has a cohesive identity and a website designed around the experience the founder wanted customers to have.
The brand now benefits from a clear and consistent visual presence. The colour palette, typography, and design elements work together to create an atmosphere that reflects the cosy gothic style at the heart of the brand.
For the founder, the site provides a manageable platform that can grow alongside the business. Products can be added, collections can be updated, and the store can evolve without requiring a complete rebuild.
The project transformed Ravenwood Co from an early idea into a functioning brand with a clear identity and a professional online store.
Website showcase
"Hannah kept us updated through every step. I am thrilled with the end result and the brand is exactly what I had in mind but I didn't know how to get it on paper. Hannah got it straight away and I couldn't be happier. Thank you!!!!"
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