About The Charming Group
The Charming Group has been manufacturing exceptional outdoor gear responsibly for over 50 years. They pride themselves on their quality and craftsmanship and take great care of their people and the planet.
The Project
The Charming Group’s leadership was inspired by the websites ZaneRay has done for some of their outdoor clients and came to us requesting a more modern, user-friendly website. We collaborated with Highline, a branding agency, on the brand and copywriting. I was the main designer on the project, taking on the re-structuring of the information architecture, content planning, wireframing, prototyping, and online branding.
I started the design process by reviewing the creative brief and meeting with the client to discuss their goals. Their current website had a lot of information, but it was poorly structured and lacked a good flow. I re-structured the website into a more cohesive, user-friendly flow that better tells The Charming Group’s story—flowing cohesively from one page to the next.
