Instagram-Ready Brand, Scattered Website
Oddli Digital Branding and Website Redesign
Tags:
Website Redesign | Brand Identity
Scope:
Website
Year:
2024
Oddli built a thriving community on Instagram with vibrant content and authentic storytelling. Their website didn't reflect the full scope of it. I redesigned their digital presence to create brand consistency and better communicate their sustainable fashion values.
The Problem
The site didn’t quite capture Oddli’s personality and felt a bit disconnected from the brand:
Navigation wasn’t always intuitive
Visual hierarchy was un-clearer
Oddli’s deep commitment to sustainability (which is central to who they are) wasn’t coming through as strongly as it could
Most noticeably, the vibrant energy and warmth that draw people to Oddli on social media were missing from the overall experience.
How to translate Oddli's social media vibrancy into a cohesive digital experience that actually converts?
Aligning Oddli’s Digital Presence With the Energy, Values, and Community Behind the Brand
Enhance Brand Identity Online
Translate Oddli’s vibrant social personality into a cohesive, expressive website experience.
Improve User Experience
Create a clear, intuitive journey that makes browsing feel effortless and enjoyable.
Showcase Sustainability & Ethical Values
Bring Oddli’s commitment to sustainable fashion front and center through storytelling and design.
Increase Engagement & Conversion
Encourage exploration and action with compelling visuals and clear calls-to-action.
Designing From Insight, Not Assumptions
Oddli’s audience cares deeply about values, not just products. This persona captures the mindset, expectations, and pain points of the people the brand exists for.
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.
Site Audit & Information Architecture
After auditing the existing site, I restructured the sitemap to provide clarity and better organize content around user needs.
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 desig
Hand-drawn wireframes
Redesign: Home Lo-Fi
Crafting Oddli's Visual Identity
Oddli had no formal branding kit, so I took creative liberties to develop one that captured their vibrant personality and sustainable values.
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.
Branding Essentials
Hand-drawn wireframes
Screenshot of Icons
Designing a Cohesive Digital Experience
The final designs bridge the gap between Oddli's social media presence and website, creating a cohesive brand experience.
Hero section featuring community energy
Clear storytelling about sustainability and upcycling
Featured products with personality
Social proof and community content
Redesign: Homepage
Customization options (personalized text on clothing)
Clear pricing and product details
Related product suggestions
Visual hierarchy that guides the eye
Redesign: Product Page (Expanded)
Redesign: Product Page (Customization Pop-Up)
Exclusive membership area
Application form with personality
Member login
Community benefits clearly communicated
Redesign: Oddli Club
Redesign: Oddli Club Application
Streamlined, trustworthy flow
Multiple payment options
Clear shipping and delivery information
Redesign: Checkout
Redesign: Checkout (Payment Expanded)
Before
Generic e-commerce template
Weak visual hierarchy
Disconnected from brand personality
Unclear sustainability messaging
After
Vibrant, cohesive visual identity
Strong brand storytelling
Clear navigation and information architecture
Sustainability values front and center
Original: Homepage
Redesign: Homepage
Original: Oddli Club
Redesign: Oddli Club
Original: Product Page
Redesign: Product Page
Original: "About"
Redesign: About
Brand Consistency Matters
Especially for small, values-driven businesses.
When your social media tells one story and your website tells another, you lose trust and conversions. Oddli's audience cares deeply about authenticity, sustainability, and supporting small brands. The redesigned website now reflects those values in every interaction, creating a cohesive brand experience that matches the energy and community they've built online.
Develop additional custom illustrations and photography that reinforce brand identity.
Build out Oddli Club features based on member feedback.
Track engagement metrics and iterate on high-traffic pages.