Setro
I launched this passion project in 2022 to leave my mark in the world of skateboarding.
Over the course of a couple years, I partnered with two skate shops in Texas, directed and premiered a brand video to a crowd of 200+ people, and grew a sizable following in Austin.
This project continues to be a source of my creative inspiration.
Role:
UX design, social media marketing
Problem:
How might we create a brand that inspires skateboarders through captivating board graphics?
Goal:
Create a DTC brand to inspire a community of skateboarders using limited edition graphics and artist partnerships.
Brand Launch
Results:
The first iteration of the website coincided with a strategic social media marketing campaign. The site featured a simple layout allowing customers to purchase a skateboard deck easily. I also included a gallery page to showcase more brand imagery, such as digital graphics and photos of team members.
Website Redesign
Conclusion:
Setro started to gain traction in the Austin skate community as the year progressed, so I felt the need to improve the experience of the website.
Following user-centered design principles coupled with optimized landing page design patterns, I augmented the Setro website to reduce cognitive load and allow users to interact with the brand in a more streamlined manner. These changes led to a 5% increase in sales.
Despite this success with the brand, I took a step back in mid-2023 and determined that while the company had momentum I would need to scale back my efforts in its growth. This was based on economic conditions and the health of the skateboarding industry as a whole.
While Setro will continue on as a vehicle to express myself creatively, I’ve moved on to other opportunities within the design industry.