Instagram-Ready Brand, Scattered Website

Oddli Digital Branding and Website Redesign

Oddli website on two laptops displaying Instagram grid and product page with earthy tones

Overview:

Oddli built a strong community on social media, but their website didn’t reflect the brand’s energy, values, or identity. This project focused on creating a cohesive digital presence that communicates sustainability, personality, and trust.

Tool(s) Used:

Figma

Miro

Prototype:

Check out the prototype

Scope of Work:

Brand Strategy

Information Architecture

Interaction Design

Visual Design

Prototyping

Team:

Chloe Dahan

Year:

2024

Duration:

2 Months

PROBLEM

The website felt disconnected from Oddli’s brand and values. Navigation was unclear, visual hierarchy was weak, and sustainability messaging wasn’t prominent. Most importantly, the warmth and vibrancy of their social presence didn’t translate to the web experience.

Grid of polaroid-style photos showing lifestyle and product shots including people, vintage items, and Oddli's branding

Design Question

How might we translate Oddli’s social identity into a cohesive website that builds trust and drives engagement?

PROJECT GOALS

Aligning Oddli’s Digital Presence With the Energy, Values, and Community Behind the Brand

Original Oddli Homepage

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Redesigned Oddli Homepage

Align website design with Oddli’s brand identity and community tone

Improve navigation and content clarity

Highlight sustainability and ethical practices

Increase engagement and conversion through clearer CTAs and storytelling

RESEARCH & DISCOVERY

Designing From Insight, Not Assumptions

Oddli’s audience cares about sustainability but wants clarity and transparency before purchasing. Users are drawn to authentic brands but need accessible information about values, sourcing, and impact.

Meet Riley - The Curious, Conscious Shopper

Age: 26
Occupation: Marketing Assistant
Lifestyle: Social-media savvy, style-conscious, sustainability-curious

Mindset

Riley wants to shop more responsibly but doesn’t always know where to start. They’re drawn to brands that feel ethical and authentic but need clarity and transparency before committing.

Goals

Understand what makes a brand truly sustainable
Learn where products come from and how they’re made
Feel confident supporting a brand without doing hours of research

Pain Points

Sustainability claims that feel vague or hard to verify
Websites that assume prior brand knowledge
Strong social presence with limited context or depth on-site

“I like what I see, but I still have questions. I want to know what this brand stands for before I buy.”

Design Implications

Riley needs clear storytelling, approachable education, and visible proof of values throughout the site—making it easy to understand Oddli’s mission without feeling overwhelmed or confused.

Site Audit & Competitive Analysis

I analyzed Oddli’s existing website alongside competitors to understand where the experience was falling short and where opportunities for improvement existed. Here's what I found:

Confusing navigation with poor information hierarchy
Generic presentation that didn't match social media energy
Insufficient emphasis on sustainability story
Lack of cohesive visual identity

Insights Drawn From Similar Values-Driven Brands

I analyzed direct competitors and indirect competitors, identifying trends like minimalist design, transparent production processes, and strong community engagement.

Direct Competitors

Indirect Competitors

DESIGN PROCESS

Site Audit & Information Architecture

I redesigned the sitemap to prioritize products, community, and brand storytelling, validating structure through wireframes and lo-fi prototypes.

Sitemap flowchart showing Homepage branching to Products, Oddli Club, About, Support, and Cart with their respective subpages

Redesigned Sitemap

From Wireframes to Prototypes

I moved from paper wireframes to digital wireframes to lo-fi prototypes, testing the structure and flow before investing in visual design.

This iterative approach allowed me to:

Test navigation patterns early
Validate content hierarchy
Identify usability issues before high-fidelity design

Hand-drawn wireframes

Redesign: Home Lo-Fi

Low-fidelity wireframe of product page for Custom Baby Tee showing image gallery, price, purchase options, and related products below

Redesign: Shop Lo-Fi

DESIGN & BRANDING

Crafting Oddli's Visual Identity

I developed a lightweight brand system inspired by Oddli’s social presence, using color, typography, and imagery to reflect the brand’s playful, sustainable identity.

Mood Board & Brand Exploration

Redesigned Sitemap

I gathered inspiration from Oddli's social media, products, and overall vibe (patchwork fabrics, beach scenes, colorful street photography) to guide the visual direction.