role
Visual Identity Design
UX Design
UI Design
Webflow Development
timeline
16 weeks
The Impact Created
Transforming Cinera's digital presence through a scalable marketing website, elevating brand perception.
A re-designed system that leads to higher conversion rates.
The Bridge to our impact
The starting point
The vision was to infuse cinematic language into a website that went beyond archiving work. It needed to provide a viewing experience. I began with a comprehensive analysis of Cinera's existing site.
Approach
Conducted workshops with the client to discover what Cinera represents. Through mood boards, competitor analysis.
Research
I began with understanding who the clients competitors were. Followed by a desk research conducted to unpack the user experience of leading production houses and filmmakers.
Strategic Decisions that shaped the redesign.
Grid-Based Architecture
Borrowed from the tools most used - the camera’s focus grids and rule-of-thirds framing.
Content-First CMS
Webflow accommodated Cinera's extensive archive while enabling scalability at ease
The Visual System
Muted dark palette that would represent the viewing experience like in a cinema hall.
Visual Identity System
Inspired by the cinematographer's primary tool; the camera's grid, focus points and composition guides created a visual story that embodied the essence of the client's work.
The visual identity draws direct inspiration from the cinematographer's primary tool: the grid. Just as focus points and compositional guides structure a shot, Cinera's logo system is built on a modular four-square framework that can adapt, separate, and recombine across contexts.
UX Design
Mapping out the information architecture and user flows provided a starting point to create a narrative flow.
Leveraging Relume's AI to generate multiple information architecture iterations, identified the strongest solution, then refined the architecture into a comprehensive sitemap balancing the portfolio's depth with intuitive navigation.
Color System
Aa
Typography Hierarchy
Buttons & Interactions
Corner Radius
Given the extensive content archive, I chose Webflow for its robust CMS and client-friendly content management
The outcome
The digital brand presence launched in 2024, establishing Cinera with a modular identity system and scalable website built for growth.
Post roll-out Insights and observations
Post-launch analytics revealed a critical usability gap: 30% of users couldn't recognize the custom navigation icon. This insight led to a design pivot toward familiar interaction patterns, improving task completion rates.
Design system optimizations are underway for 2026 to further enhance performance, consistency and accesibility.