My Contributions
My work involved developing and maintaining brand guidelines to ensure a consistent and inviting presence across all touchpoints. I led the creation of marketing campaigns, with a strong focus on social media, where I designed and wrote Instagram posts that highlighted The ScapeGoat’s exceptional cocktail offerings and curated selection of spirits, wine, and beer.
My contributions also included copywriting, graphics, layout, identity design, and visual design, all tailored to convey the bar’s warm atmosphere and its reputation as a go-to destination for expertly crafted drinks in a sophisticated yet welcoming environment.
Challenge & Business Goal
For The ScapeGoat, a sophisticated yet intimate cocktail bar located in one of the world’s most desirable locations, I was responsible for refining and elevating the brand identity across both digital and physical touchpoints. The goal was to create a seamless, inviting user experience that matched the bar's warm atmosphere while highlighting its exceptional cocktails and curated selection of spirits, wine, and beer.
My Approach
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Brand Identity Design: I worked closely with the team to ensure the brand’s identity was consistently conveyed across all channels. This included visual design, brand messaging, and user interface design, ensuring that the digital presence felt as inviting and sophisticated as the bar itself.
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UI/UX Design Process: I focused on creating an intuitive, mobile-optimized experience, as many users would interact with the brand through their phones when browsing the menu, making reservations, or discovering the bar online.
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Mobile Experience: Prioritized a mobile-first approach, ensuring that users could easily access the bar’s offerings, learn more about its unique cocktails, and even book a reservation, all while maintaining a smooth user journey.
Findings & Insights
✅ Brand Consistency: By maintaining and refining the brand guidelines, I ensured that the bar’s warm and welcoming environment was effectively conveyed through digital channels, matching the physical ambiance.
✅ Optimized for Mobile: The mobile-first design provided a smooth, frictionless experience for users looking to learn more about the cocktails, book a reservation, or view the bar’s offerings on the go.
✅ User Engagement: The interactive drink menu and social media integration helped users better connect with the bar and explore the offerings in a more engaging way, increasing the likelihood of returning visitors and bookings.
✅ Sophisticated & Inviting Design: The visual style and content created a design that conveyed luxury, while also feeling approachable and inviting to a broad audience, aligning with the brand’s unique identity.
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Business Impact & Results
🎯 Increased Engagement: The intuitive design led to increased user interaction, with more visits to the drink menu, social media pages, and reservation system.
🎯 Stronger Digital Presence: The design helped position The ScapeGoat as a must-visit destination, increasing its visibility and appeal to both locals and visitors.
🎯 Improved User Experience: The mobile-optimized design, coupled with an intuitive interface, contributed to a better user experience, resulting in higher engagement and more reservations.
UI Design Process
Visual Style & Guidelines
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Style Choice: The design used elegant, muted tones with pops of gold and deep green to evoke sophistication while maintaining an approachable, cozy vibe. The typography was selected to be both luxurious and easy to read, ensuring that it matched the refined atmosphere of The ScapeGoat.
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Guidelines Followed: I adhered to brand guidelines to ensure consistency, while also integrating modern design trends to create a fresh yet timeless look for the digital experience.
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Typography & Imagery: Elegant serif fonts were paired with high-quality images of the cocktails and venue, reflecting the premium yet accessible nature of the bar.
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Interactive Features: The website’s interactive features were designed to guide users seamlessly through the menu and reservation process, making it easy for them to book a spot and explore the bar’s offerings.