The Discovery Phase

Madeleine is passionate about many things, so we began by prioritizing her ideas. While Taoism and Qi Gong also have a place on her site, her ZenTangle Workshop truly stands out. These workshops result in many small art pieces, called tangles, which were a great source of inspiration. I aimed to embody the playful and joyful energy of these tangles in the design, as they can turn out very beautiful.

Establishing a Visual Identity

Inspired by the handmade nature of tangles, I decided to create some titles by hand. This resulted in a unique style with a lot of character and personality. I also designed the logo in a similar handmade style to maintain consistency. For the rest of the typography, we kept it simple by using just one font, "Neutratext." It's a natural sans-serif font that is easy to read.

For the color palette, I chose a dark green turquoise, a light but vibrant orange, and a mystical deep purple. Combined, they form a playful yet mature energy. To enhance these colors, the background is set to a soft paper beige.

I placed the images of the tangles inside circular masks created with brush strokes. This approach helped avoid the squareness of the images and seamlessly blended them into the creative feel I wanted to project.

Webflow Development

I strictly followed the Client-First framework, an industry standard for Webflow development. This structured approach simplifies global changes and promotes intuitive post-launch management, making it accessible for all levels of expertise.

During development, I brought the designs to life by incorporating animations and micro-interactions. I also experimented with page load animations, enhancing the user experience and making navigating the site more engaging.

Folder to Promote the Workshops

With the site established, I collaborated with Madeleine to develop a plan for promoting her workshops. Given that it’s a local business, we decided to design an attractive folder to distribute throughout the city. This folder features a clear QR code, inviting people to visit the website and learn more about the workshops.

Conclusion

Thanks to Madeleine's trust, I was able to smoothly navigate the project and establish a cohesive visual identity and website, all within a small budget. Our efforts helped legitimize Madeleine's business and significantly increase attendance at her workshops.