St Germain Central
Overview
As lead designer for Futuretheory, I collaborated with St Germain Central to translate their established branding into an engaging shopping centre website and interactive centre map. Drawing inspiration from their distinctive leaf logo, we wove natural elements throughout the visual language to reinforce the centre's community-focused atmosphere. The design seamlessly integrated organic patterns and textures while maintaining functionality, resulting in a website that captured both the centre's welcoming spirit and practical needs.
My contribution
Wireframing (Adobe XD) Web design Graphics Design
The team
Wi Vern Ng - Web Designer Vander Fan - Developer
Year
2023
Process
Our design process began with extensive wireframing to establish the optimal user journey through St Germain Central's digital space. Through collaborative workshops with stakeholders, we identified key user needs: easy store location, quick access to trading hours, and seamless wayfinding within the centre.
Initial wireframes focused on creating an intuitive hierarchy, placing the interactive centre map and store directory at the forefront. We developed multiple navigation concepts, testing layouts that would best serve both regular shoppers and first-time visitors.
The first design revision introduced St Germain's signature leaf motif subtly throughout the interface. We experimented with organic shapes as background elements and integrated their brand colors to create visual warmth. However, stakeholder feedback indicated a need for stronger wayfinding elements and more prominent calls-to-action for key amenities.
In our final design iteration, we:
- Refined the center map's functionality, adding color-coding and clear category filters
- Enhanced the leaf motif's integration, using it as an elegant loading animation and section divider
- Optimized mobile responsiveness to ensure seamless navigation across all devices
- Implemented an intuitive store search feature with predictive text
- Created a cohesive visual system that balanced brand aesthetics with user accessibility
