01
Audience research & strategy

Our audience research focused on Crafted Liberation’s impact. Our goal was to understand the emotional drivers behind support for this project. We identified two key personas:

  1. The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.
  2. The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.

These insights informed every aspect of our brand strategy, guiding the website and content creation to engage these audiences emotionally and effectively.

01
Brand design & copywriting

The brand design embodies RK Collective’s philosophy of ‘design for function, not decoration.’ The aesthetic for RK Collective is minimalistic and modular, using earthy, neutral colours and a clean, sans-serif font. For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.

For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.

01
Brand design & copywriting

The brand design embodies RK Collective’s philosophy of ‘design for function, not decoration.’ The aesthetic for RK Collective is minimalistic and modular, using earthy, neutral colours and a clean, sans-serif font. For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.

For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.

Home > Case studies > Leila Jeffreys: rebrand & website redesign

Leila Jeffreys: rebrand & website redesign

About

Leila Jeffreys is a renowned artist-activist whose captivating works have been featured in global exhibitions and embraced by passionate bird lovers and prominent collectors worldwide.

This collaborative project brought together diverse creative inputs, blending our strategic expertise with Leila’s unique vision to refresh her brand identity and create a website that resonates with her art's authenticity.

Project goals
  • Brand refresh: Redefine the brand’s visual language to better reflect Leila’s artistic evolution.
  • Enhanced user experience: Provide a beautiful, immersive digital space for displaying Leila’s art and create a seamless, streamlined experience for both casual viewers and art collectors.
  • Functionality & content management: Develop a backend system allowing Leila to easily manage her growing collection, organise information and upload content easily.
  • Global appeal and accessibility: Make Leila’s work accessible to a wider audience while staying true to her vision and approach.

01
Brand strategy

In close collaboration with Leila and her team, we identified key aspects of her work, carefully balancing artistic integrity with commercial considerations:

  1. Audience analysis: Mapped out primary audience segments, from dedicated art collectors to new fans discovering her work.
  2. Visual language: Translated Leila's artistic concepts into a refinded brand language, with colours, typography and layouts that complement her work's natural elegance.
  3. Art sales user experience: Structured the sales flow to create a seamless journey where potential buyers can browse, contact the sales team and proceed with consultation - keeping the process as personal as possible.

02
Collaborative design process

The collaborative nature of this project involved numerous iterations and brainstorming sessions. This was a co-design approach, where our team and Leila’s creative circle collaborated closely:

  1. Exploring concepts: We presented multiple mood boards and design concepts, adapting to feedback from Leila and her team to capture her vision.
  2. Iterative adjustments: The project evolved over several rounds of refinment, as we continuously balanced aesthetics with Leila's goals for funtionality.

03
Website design & development

The redesign emphasised both aesthetics and functionality, creating a system that could support Leila’s artistic identity while making content management easier:

  1. Immersive, art-first design: Built a visually clean, immersive site featuring ample with space and intuitive navigation to best showcase her work.
  2. Information architecture & content management: Developed a streamlined filing system and integrated content management solution, allowing Leila to upload content via Excel/Google Drive, linking directly to the Webflow site. This simplified her process for managing complex content, images and updates.
  3. Responsive and accessible: Optimised the site to be mobile - responsive, incorporating accessibility features for an inclusive user experience.
  4. Sales & contact flow: While we added basic e-commerce functionality for book sales, we maintaned a personal touch for artwork sales, encouraging direct contact with the sales team.

    5. In addition, we conducted in-depth SEO research to ensure a smooth site migration, retaining Leila's #1 Google ranking for her name and safeguarding her online visibility.

Project impact
  • Renewed brand presence & global appeal: The refreshed brand identity and website established a cohesive visual language, reflecting Leila’s artistic growth, attracting new audiences while staying true to her brand.
  • Improved user engagement: The immersive, intuitive design increased user engagement, keeping visitors on the site longer.
  • Enhanced functionality: Leila finds it easier to manage content and upload files, making it simpler to handle her growing collection.
Key takeaway
  • Collaborative projects benefit from an adaptive approach, embracing ongoing changes to achieve the best result.
  • A strategic, intuitive design supports both audience engagement and brand authenticity.
  • This project underscored the importance of evolving with the artist’s vision, allowing room for creativity within strategic design.
Our services
  • Brand strategy & identity redesign
  • Website strategy, redesign & development
  • Collaborative project management
Links

Website coming soon

Image credits

Leila Jeffreys

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