Affinity

UI, UX, BRAND DESIGN

Visual identity manuals are often complex and extensive documents, difficult to maintain when modifications or attachments are added. For this reason, Affinity Petcare was looking for an online, scalable, responsive, accessible, up-to-date and contemporary solution to collect all the information related to the use of its different brands. I was in charge of designing both the interface and the content of most sections of the web for brands like Affinity, Brekkies, Advance, Ultima, etc. Via íncipy and Periferia Creative.

Structure

The structure of the website was complex, due to the presence of multiple brands containing several sections and subsections with a lot of textual and visual information. All the brands needed to be accessible from any point of the website. The information had to be perfectly visible in any device, using as many visual resources as possible.

Art direction

The entire visual environment was intentionally neutral, using just 3 typographic styles and a very small range of color, so that the content was clearly visible and with the least number of contaminating elements on the screen. All content was meticulously structured on the basis of the defined grid. Many of the explanatory modules required the use of specific functions and visual solutions.