FantasyLand Records Rebrand
Fantasyland Records had an existing website that served primarily as a digital business card. It displayed the label's roster and releases but lacked engagement opportunities and didn't capitalize on direct-to-fan sales potential. My initial task was to analyze the existing site architecture and identify opportunities for improvement.
Original Website Analysis
I developed a comprehensive proposal outlining how the site could be transformed into both a brand showcase and a revenue generator. The key focus was maintaining the label's established aesthetic while creating a more engaging and profitable digital presence. I wanted to maintain similar brand colors and the bold presentation that would remain familiar with their preexisting audience.
Rebrand Project
Team
Individual
Role
User Interface Designer
Visual Designer
Deliverables
Style Guide
Brand Refresh
Initial Design
Revised Application
Duration
3 months (Spring 2024)
2 months (Spring 2025)
Tools
Figma
Photoshop
Redesign
At the time, I quite liked the design decisions I had made, but I had not taken many of the user experience classes that I now have under my belt. This initial project I was primarily focusing on visual design principles, nothing more. When I was given the opportunity for my capstone class to do a revision project, I thought this would make the perfect candidate.
I decided to omit merchandise outside of vinyl to reduce visual noise and streamline the user experience. I also decided to lean into a more unconventional presentation that better represent the bold colors of the brand through detailed mockups and creating a sticker background for the shop page (which references the decorations of the physical store’s interior).
This project taught me that effective e-commerce design for artistic brands isn't about conforming to conventional patterns, but about translating what makes the brand special into a cohesive digital experience. By applying my expanded UX knowledge to revisit this design, I was able to create a more intentional balance between bold brand expression and streamlined user experience.