_tanjken


I push pixels, type alphabets and harness brainstorms--at your service!


actual work-work

shopsafer/
ecobooth/
articles/
brandwebsite/
accountgrowth/
socialposts/
socialposts/
google
google
natgeo
lactacyd
paypal
sentosa
wearesocial

    not-work

    midjourney/
    visualjournal/
    branding/
    branding/
    d&d
    okinawa
    hustlehut
    everyonesinvited

    _apathy towards economy

    _no stress, just progress

    _dark mode supremity tbh

    brandwebsite/
    lactacyd, sanofi

     I was the creative lead of an entire website! It was a first for me and it was stressful, but I’m pretty damn proud of what my team has achieved.
        I didn’t just help guide the writing. I dabbled in interface and experience. I solved queries with my UIUX specialists.I planned for user testing. I talked to SEO specialists. I also charted out the design mood and feel from the ground up.

    The website came up not like what we expected it to be (alignment issues and bugs), but for an FMCG brand like Lactacyd, I’d say it’s a great first step towards good branding.

    the website







    art direction


        Lactacyd did not have a CI guide, an image library, nor a starting point. We had to start from scratch and find the balance between what looks good and what our clients want.
        My approach was that the visuals should reflect the intimacy of intuition and show skin in its bare entirety. Colours should be a good balance between soft but energetic and interesting, hence the pastels and colour blocks. 




    user interface


        This was quite difficult because the Sanofi corporation standardised their websites according to components, like premade puzzle pieces.
        So the biggest question was, how could we make our website useful and interesting to use, without much freedom to do so?         My solution was to use the visuals. It played a huge part, while the components and UI played more of a support role. We used imagery and colours and shapes to bring out the brand story, and bring life into the website framework.




    user experience


        I think when it comes to user experience, especially for our target audience which are mothers, the flow had to be especially simple to cater to the new mothers.
         Things like hierarchy and terminology of information were heavily considered.     





    copywriting


        On top of the base copy that provided users with clear information, pointing them to where they need to go, we also had to do a bunch of informative articles that talked about science, motherhood and wellness.
        The tone of voice we wanted to portray is something that’s comforting yet guiding, providing but not instructing, detailed but not complicated—each aspect very, very important in their own way.