The brief

We would like for you to suggest improvements in structure, layout and display that will boost our sales, inspire our visitors and build our brand as a curated and personal site for affordable art.

My role

I was to create wireframes and interaction for the site that was requested from Up Your Wall. Later in the project I was working somewhere in the borderline between layout for the website and the final design. I was also, as the rest of the group, involved in concept development.


  • The group
  • Markus Jönsson (Interaction design, UI & Web design)
  • Kalle Schütz (Project manager)
  • Calle Nordell (Strategy)
  • Victor Eide (Art director & Web design)
  • Lia Bekyan (Strategy)

Up Your Wall

We looked deep into the brief and had a quite continuous conversation with Christina and Gabriel from Up Your Wall(UYW) before we started to compose our debrief. We made some drastic changes to the brief as we found needed to stengten the brand in the longterm perspective.

Therefor we added the following changes to it:

  • A total rebrand with a new logo,
  • A strategical overlook; market, competitors & global customer market,
  • A total change in layout and design of the web page
  • Packaging of their shipped art.
  • The Process:
  • The project started out with a proper strategic analysis on how UYW markets themselves today. We found thing that we thought could be improved and also things that should be taken care of and what worked as it was.

First of all we proposed to make a new logotype and branding for them to be usable in all marketing channels. During this work we did a more detailed plan about marketing strategies in social media that could help new customers find their way to the web page and the products. The social media guidelines we provided for them helped them to increase their twitter followers by 1500% just during our project. This is a very important point, especially when they try to reach the U.S market.

Below you find examples of the logotype in two different versions, one regular horizontal and one round to give more of a “sign of approval” feeling. There is also a picture of the business cards, envelope and letter paper we developed.

The redesign of the web page started by doing a complete wireframes of the sites as clickable PDF:s to get somewhat the feeling on the interaction design and navigation of the site. You’ll find the wireframes here as a PDF, and please try them yourself.

Below you find examples of the final version of the web design.

I also made a mock up of the actual page to get a better view of the page interaction. Please go ahead and try it here!

To get the same buying experience as one of the customers of UYW we ordered one of their products that got delivered to us. We took this experience and tried to develop it into something more of a unique experience that goes hand in hand with the rest of the brand that conveys exclusivity.

While working on the redesign of the packaging we had some guidelines that we had to keep in order to protect the art and also be economically feasible to ship. We chose to make everything in unbleached, naturally colored paper with hemp strings to get a feeling of handmade and at the same time a bit environmentally friendly.