Tannen's Magic North Star Vision

branding, UX/UI, responsive design

intro_image 2x.png
 
 

The Problem

Tannen's Magic shop, located in NYC, hired Free Association for a future state brand refresh to envision an updated look on their brand mark as well as their current website. The current website entails a poor structure limiting the ability to sort through the inventory and is not mobile friendly. The client team had an additional challenge of wanting a refresh, but not going too far from the current mark as to keep the brand's historic value. 

Upon developing the work we asked ourself a question:

How can we update Tannen's Magic while not alienating the current customer set?

 
 
tannens_original_logo2x.png
 
 

The Process

Understanding that client team didn't want to stray too far from the original brand mark, we cleaned up the logo to make it work at smaller scales especially important for digital placements.

 
 
wordmark_markup@2x.png
 
 

We also added stars around the 'T' in the logo to encourage a sense of dynamic magic.

 
 
logo_loop.gif
 
card_room_mockup.png
 
 

Brand Identity

In creating the new typographic system we leaned on the brand history. We researched old Tannen's Magic publications and landed on the Google font, Josephin Sans, as the final choice. With regard to the color palette and photo art direction we wanted to keep the mood dark and mysterious while having a touch of grand, elegance with the usage of gold.

 
 
tannens_styling@2x.png
 

Updated Information Architecture

 

Wireframes

01_Tannen's_homepage_wires.png
 
 

Visual Design

Prototype available here.

 
 
 
tannens_mobile_home_screens.png
 
tannens_desktop_visuals_events_comp.png
 
tannens_staff_pick_comp@2x.png
 
 

The Outcome

The brand vision was well received by the clients, but site updates are outstanding until resources are put in place to maintain the site inventory, product shots, etc. In the interim have a play with the prototype.