Francis Brand

CLIENT - ASSIGNMENT - GOAL

Referee Point is a start-up with a clear niche: an online webshop catering specifically to referees. From cards and whistles to professional kits and accessories, their product range is tailored to meet the needs of this target group. As a new company, Referee Point wanted to make a strong digital first impression with a visually appealing and user-friendly webshop.

The assignment was to design a webshop that would present a professional and trustworthy image, while also reflecting the energy and passion of the sport and the target audience. The site needed to be easy to navigate, with clear product categories, and at the same time offer space for brand identity and differentiation.

The main goal was to deliver a solid design ready for technical development by a third party. The design had to lay the foundation for a recognizable brand experience and be conversion-rate-oriented, not just attracting visitors, but encouraging them to buy.

CHALLENGES - MY ROLE - PROCESS

One of the biggest challenges was combining a sporty, dynamic look and feel with the functional requirements of a professional webshop. Additionally, the client did not yet have a brand identity or content in place, which provided creative freedom but also meant building everything from the ground up. Striking the right balance between aesthetics and usability was essential, the design had to look good without compromising user experience.

In this project, I worked as the sole designer, responsible for the entire visual concept. As a web designer, I led the creative process, but I collaborated closely with the client during multiple feedback sessions. This iterative approach allowed me to adjust and refine the design to ensure it aligned with their vision and the needs of the target audience.

The process began with an in-depth research phase, during which I created mood boards, conducted competitor analysis, and carried out a positioning analysis. Based on these insights, I developed several concepts. Together with the client, I selected a direction and further refined it into a clickable prototype. Every design decision was made with both brand values and usability in mind.

RESULTS - IMPACT - REFLECTION

The final result was a fully developed webshop design that struck the right balance between modern and sporty. The structure was clear, the style was distinctive, and the user experience optimized. The client responded very positively to the design, feeling it truly represented their brand and business goals.

Although the webshop would still need to be built by a third party, the client felt confident that the design provided a strong foundation for launching their start-up. It also helped them present their brand more confidently to potential customers and suppliers.

What I learned most from this project was the importance of defining a clear brand identity early in the process, especially for a start-up. Working independently also challenged me to critically evaluate each step of the design process, from research to visual decisions. This project helped me further structure my UX workflow and trust my creative judgment as a designer.