After their Pro product launch, SMA wanted to increase engagement and acquisition to their Baby Club program, focus more on millennial consumers and ‘premiumise’ their brand.
I designed the look and feel to be clean, open, and use a lot of whitespace. All typography, buttons and icons were carefully styled so they could be used across all component types. Page layouts were balanced and divided through use of colour blocking of backgrounds and a mix of wide/narrow components. As photography was prominent in the designs, a number of image aspect ratios were made to be able to fluidly scale across the page grids.