Powell-Peralta Website Redesign
creative brief Who is Powell-Peralta and what do they do?
What is the scope of the project?
Producing skateboards since 1978, Powell-Peralta is an American company that was instrumental in the rise of skateboarding as a sport. As part of the branding in its beginning years, Powell-Peralta started a skateboard team known as the Bones Brigade. Since its debut, Powell-Peralta builds skateboards, designs artwork for skateboard decks, and has defined skateboard culture.
Powell-Peralta would like a redesigned website developed from scratch without using popular themes from WordPress, Squaresite, and other site builders. In order to present the company with a website reconstruction, it will be vital to demonstrate a look and feel mockup, concept drawings and wireframes, and a mood board.
Who is Powell-Peralta’s audience? Powell-Peralta views their audience by the type of skateboarding they do. Rather than simple customers, skateboarders who interact with the Powell-Peralta brand are seen as legends, skateboarders who have of the older, more classic generation; bombers, or skateboarders that prefer to speed down hills; street and park skaters who typically ride casually or perform tricks using
the immediate environment; and, freestyle skaters that are able to cross from one genre to another and enjoy the extreme stunts and tricks. Some of the interests of the clientele for Powell-Peralta includes a punk style in graphics and music. The style of PowellPeralta reflects this in that the art on their decks may involve bright and contrasting colors, skulls, or highly detailed and textured dragons.
What is Powell-Peralta’s competition?
What will be the tone of the new web media?
The competition of PowellPeralta centers directly on the other skateboard designers like Zero, enjoi, and Alien Workshop. Though each of these manufacturers target different audiences, some overlapping factors in their web design are light colors, clear photographs, and large images.
The new look for the website will focus on clear and larger navigation points, minimizing the number of images on each site, more images showing people using the product, and a lighter tone in color schemes. Also, the new look will focus on a punk design that makes callbacks to the beginning era of Punk as well as the classic feel of PowellPeralta.
Wireframe Design
Navigation
Floating Navigation
Article
Article Fold
Article Transparent Textbox
Footer
The wireframe design of the new website will focus on incorporating more images that are clear and large.
site map
Home
Main Navigation New Window
Products
Dealers
Team
Pop-Up Window
Address Entry
Categories
Boards
Apparel
Complete
Classics
Decks
Street
Wheels
Longboards
Accessories
Location
Maps
Legends Street / Park Bombers
Freestyle
Profile
Thumbnail Sketches
Intelligence Report
Testimonials
Briefs
Categories
Larger Story
Write a Story
Videos
Articles
News
Photography
Footer Social Media
Site Map
Warranty
Contact
Mood Board
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display
The general mood of the design will reflect a colorful look based off of Caballero’s designs. With a focus on line design, movement, and traditionalism, various images were selected to show eclecticism with callbacks to Punk styles. Pattern and textures were found in Asian art exemplars mixed in with the flats of current poster designs. The color scheme, again based on Caballero moves from light blues to ochres and red. Along with the mood board, typography styles and color schemes are provided.
BLACKLIST
BLACKLIST 30 pt Avenir Medium
body
Avenir Medium
Avenir Medium Avenir Medium
Avenir Medium
headings
Avenir Medium
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24 pt
bebas neue
10 pt
12 pt
14 pt
10 pt
12 pt
14 pt
14 pt
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18 pt
bebas neue
20 pt
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look and feel pages
The look and feel page shows a change from the original dark, punk web page to a brighter, minimalized design. On the right of the screen is a navigation scroll tool that remains stationary while the user scrolls through the page. One design feature is a shape that flows behind the articles and photographs as a pathway to topics further down the launch page. As the site map illustrated, the topics are still navigated through the header, the aside navigation tool, and the links posted on the home page. The challenge is to modernize the website to match the web media of the competition.