# Website Design Concepts

Three distinct design directions for your website redesign

Design 1: Modern Evolution
Evolve the existing brand identity by modernizing its core strengths. This approach aims to build trust and familiarity with current customers while attracting a new audience through a clean, professional, and approachable design.
Primary
Secondary
Accent
Background
Visual Direction
Nautical, clean, and trustworthy. The design uses a refined color palette of sea blues and sandy neutrals, combined with a structured, user-friendly layout. It replaces the outdated three-column structure with a modern, responsive grid that prioritizes content clarity and high-quality imagery.
Target Emotion
Trust, Freshness, Reliability, Friendliness
Typography
Headings: 'Oswald', sans-serif
Body: 'Lato', sans-serif
Key Features
Header: Clean and organized
Buttons: Solid background (primary color), white text
Cards: Clean with clear hierarchy
Design 2: Bold Transformation
Create a high-impact, memorable web experience that completely transforms the brand's digital identity. This design leverages cutting-edge trends to capture the attention of a younger, social media-driven demographic.
Primary
Secondary
Accent
Background
Visual Direction
Vibrant, dynamic, and immersive. This concept is built on a dark theme, punctuated by electric color gradients, bold typography, and fluid animations. Asymmetrical layouts and glassmorphism create a sense of depth and modernity.
Target Emotion
Excitement, Energy, Trendiness, Coolness
Typography
Headings: 'Syne', sans-serif
Body: 'Inter', sans-serif
Key Features
Header: Glassmorphic and minimal
Buttons: Gradient background, white text
Cards: Glassmorphic with gradient border
Design 3: Alternative Vision
Reposition the brand as a premium, artisanal purveyor of fine seafood. This vision moves away from a casual market feel towards a sophisticated, heritage-rich identity, akin to a high-end food publication or a boutique delicatessen.
Primary
Secondary
Accent
Background
Visual Direction
Editorial, elegant, and timeless. The design features a refined, muted color palette, classic serif typography, and generous use of white space. The layout is inspired by print magazines, using strong photographic narratives and a well-structured grid to convey quality and craft.
Target Emotion
Sophistication, Heritage, Quality, Craftsmanship
Typography
Headings: 'Playfair Display', serif
Body: 'Source Sans Pro', sans-serif
Key Features
Header: Minimalist and centered
Buttons: Ghost button with a thin border in primary text color
Cards: Editorial with overlapping elements

## Design Strategy Brief

Overall Strategy
To present three distinct strategic directions for the Skinner's Seafood website redesign. These options range from a respectful 'Modern Evolution' that enhances the current brand, to a 'Bold Transformation' aimed at capturing a new market segment, and an 'Alternative Vision' that repositions the brand in a premium, artisanal space. This multi-pronged approach allows the client to strategically choose their future digital identity.
Target Audience Analysis
The three designs cater to different audiences: 1. 'Modern Evolution' serves the existing loyal, family-oriented customer base while appearing more credible to new local visitors. 2. 'Bold Transformation' targets a younger, trend-conscious demographic (20-35) who are highly active on social media and responsive to vibrant, dynamic web experiences. 3. 'Alternative Vision' appeals to a more affluent, discerning foodie audience (30-60) that values heritage, craftsmanship, and a sophisticated, editorial-style presentation.
Competitive Differentiation
Each design offers a unique competitive angle. 'Modern Evolution' elevates Skinner's above local competitors with a highly professional and user-friendly interface. 'Bold Transformation' makes Skinner's the most visually striking and memorable seafood brand in the area, creating a strong 'wow' factor. 'Alternative Vision' differentiates by creating a new market category, positioning Skinner's not just as a seafood market, but as a purveyor of fine, artisanal sea-to-table products, competing with high-end food brands rather than just local fishmongers.
Recommended Design
Modern Evolution