Building a Stronger Brand Through Strategic Design

client

MorAfrica

https://www.morafrica.com

Project year

2022

client ceo

Kevin Crayton

Project Scope

CMS

Discovery & Research

Project Management

UI/UX Design

Web Development

E-Commerce

Creatives

Donna Melger

Project tools

Adobe XD

Ilustrator

Photoshop

Webflow

Excel

App Integration

CSS & HTML

Custom Attributes

Website Optimization

SEO basic principals

Google Analytics

MorAfrica, a vibrant platform dedicated to showcasing the richness and diversity of African art, sought to expand its reach and impact. With a mission to connect talented artists with global art enthusiasts, the platform aimed to create a thriving online marketplace. However, their existing website, built on Wix, struggled to capture the essence of African art and provide a seamless user experience. The platform's limitations hindered its ability to effectively showcase the artists and engage with potential collectors.

The Challenge

MorAfrica's digital presence was fragmented across multiple websites, making it difficult to establish a cohesive brand identity and reach a wider audience. The existing platforms struggled to showcase the diversity and richness of African art, hindering the platform's ability to connect artists with collectors effectively. Furthermore, the lack of a centralized e-commerce solution impeded sales and limited revenue generation.

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Old Homepage for MorAfrica — The previous state of MorAfrica's website

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The Solution

To address MorAfrica's challenges, we embarked on a comprehensive digital transformation. Our approach centered on creating a visually stunning and user-friendly platform that effectively showcased the diverse range of African art.

Utilizing the power of Webflow, we developed a custom e-commerce website tailored to MorAfrica's unique needs. The platform featured a clean and intuitive interface, allowing visitors to effortlessly explore the art collection. By prioritizing user experience, we ensured that art collectors could easily discover and purchase pieces that resonated with their tastes.

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Laptop with MorAfrica's homepage and old subsidiaries pages. — MorAfrica's unified website includes: Spirit in stone, Jadi Art, and Kizao

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Hand drawn wireframe of MorAfrica's collections — Product Page Wireframe

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Wireframe of MorAfrica's event page. — Events wireframe

A key component of the project was the development of a robust product information management system. This allowed for detailed descriptions, high-quality images, and accurate pricing for each artwork. To enhance the shopping experience, we implemented a user-friendly search and filtering functionality, enabling visitors to quickly find pieces that matched their preferences.

Screenshot of MorAfrica's Collection Page — Product Page with sidebar filtering

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MorAfrica, a vibrant platform dedicated to showcasing the richness and diversity of African art, sought to expand its reach and impact. With a mission to connect talented artists with global art enthusiasts, the platform aimed to create a thriving online marketplace. However, their existing website, built on Wix, struggled to capture the essence of African art and provide a seamless user experience. The platform's limitations hindered its ability to effectively showcase the artists and engage with potential collectors.

The Challenge

MorAfrica's digital presence was fragmented across multiple websites, making it difficult to establish a cohesive brand identity and reach a wider audience. The existing platforms struggled to showcase the diversity and richness of African art, hindering the platform's ability to connect artists with collectors effectively. Furthermore, the lack of a centralized e-commerce solution impeded sales and limited revenue generation.

‍

The Solution

To address MorAfrica's challenges, we embarked on a comprehensive digital transformation. Our approach centered on creating a visually stunning and user-friendly platform that effectively showcased the diverse range of African art.

Utilizing the power of Webflow, we developed a custom e-commerce website tailored to MorAfrica's unique needs. The platform featured a clean and intuitive interface, allowing visitors to effortlessly explore the art collection. By prioritizing user experience, we ensured that art collectors could easily discover and purchase pieces that resonated with their tastes.

‍

A key component of the project was the development of a robust product information management system. This allowed for detailed descriptions, high-quality images, and accurate pricing for each artwork. To enhance the shopping experience, we implemented a user-friendly search and filtering functionality, enabling visitors to quickly find pieces that matched their preferences.

‍

client

MorAfrica

https://www.morafrica.com

Project year

2022

client ceo

Kevin Crayton

Project Scope

CMS

Discovery & Research

Project Management

UI/UX Design

Web Development

E-Commerce

Tools

Adobe XD

Ilustrator

Photoshop

Webflow

Excel

App Integration

CSS & HTML

Custom Attributes

Website Optimization

SEO basic principals

Google Analytics

Creatives

Donna Melger

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The Result

The redesigned MorAfrica platform has significantly enhanced the user experience, allowing both artists and collectors to fully engage with the platform. The intuitive navigation, visually appealing design, and robust search functionality have contributed to increased user satisfaction and time spent on the site.

By consolidating MorAfrica's online presence into a single, cohesive platform, we have strengthened the brand's identity and made it easier for art enthusiasts to discover and appreciate African art. The platform has become a valuable asset for MorAfrica, enabling them to connect with a wider audience and showcase the talents of their featured artists.

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Key Takeaways

The power of a unified platform: Consolidating multiple online presences into a single, cohesive website can significantly enhance brand identity and user experience.
The importance of user-centric design: Creating a platform that prioritizes user needs and preferences drives engagement and satisfaction.
The role of e-commerce in the art world: A well-designed online store can effectively connect artists with buyers.
The impact of visual storytelling: High-quality imagery and design can elevate a brand and create a memorable experience.

MorAfrica Homepage on a laptop and Mobile phone.

Image showing e-commerce Collections page on Laptop and Mobile

Image showing Meet the Artists page on Laptop and Mobile

Image showing Events page on Laptop and Mobile

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The Result

The redesigned MorAfrica platform has significantly enhanced the user experience, allowing both artists and collectors to fully engage with the platform. The intuitive navigation, visually appealing design, and robust search functionality have contributed to increased user satisfaction and time spent on the site.

By consolidating MorAfrica's online presence into a single, cohesive platform, we have strengthened the brand's identity and made it easier for art enthusiasts to discover and appreciate African art. The platform has become a valuable asset for MorAfrica, enabling them to connect with a wider audience and showcase the talents of their featured artists.

‍

Key Takeaways

The power of a unified platform: Consolidating multiple online presences into a single, cohesive website can significantly enhance brand identity and user experience.
The importance of user-centric design: Creating a platform that prioritizes user needs and preferences drives engagement and satisfaction.
The role of e-commerce in the art world: A well-designed online store can effectively connect artists with buyers.
The impact of visual storytelling: High-quality imagery and design can elevate a brand and create a memorable experience.

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