INDUSTRY:
Retail Trade
AGENCY:
SML DESIGN
YEAR:
2023
EXPERIENCE:
UX / UI Design
GCX
about.
Gift Card Exchange aims to be the most trusted Aussie brand for stupendously easy, accessible, joyous gifting. GCX is continually innovating through thoughtful product and service development to help convert Aussies’ good intentions into effortless acts of tangible joy. Not your average gift card people!
challenge.
The Gift Card Exchange was undergoing a complete brand refresh, evolving into GCX with a vibrant new identity focused on energy, choice, and a youthful spirit. My core challenge was to translate this bold new branding, particularly the emphasis on the "X" and a saturated colour palette, into a highly engaging and intuitive landing page. The existing website was subdued and didn't resonate with the new target demographic of younger users. I needed to completely reimagine the user experience and visual design to align with the brand's new joyful, energetic ethos, ensuring the updated elements were consistently applied and appealing.
result.
Collaborating directly with the client's design and marketing teams, I spearheaded the redesign of the GCX landing page. We began with wireframing and functional prototypes to ensure a robust user experience from the outset. I then translated the new brand's bold colors and "X" hero element into a dynamic and intuitive interface. The resulting landing page is visually rich and highly engaging, prioritizing clear calls to action and seamless navigation. It successfully transformed GCX's online presence, embodying the brand's joyful and energetic new direction and strongly appealing to its target audience, ready to boost user engagement and brand recognition.
