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Jessica Gregory is known as Toronto's Top Runway Coach to transform a models walk from basic to fierce. Thats exactly the goal I looked to achieve with her with the redesign of her website and brand. Trusted by top modeling agencies such as Spot 6 Management, Peggi LePage, B&M etc, Jessica Gregory's training is highly recommended.
One of the main considerations I took into account when creating the information architecture for this site is the variety of users that will visit it. The primary audience, model enthusiasts, come to the site for information such as how to be a model, how to walk in heels, social media presence, etc.
While the secondary audience is parents of aspiring models, who would be looking for trusted information, credibility, pricing and how to get their children into the modelling industry. And the third audience would be agencies looking to work with top coaches to develop the walks of new face models. These three audiences would visit the site for specific reasons and it is vital to capture the needs of all audiences to ensure a successful redesign.
There was a major dichotomy in how the site needed to be present: the site needed to feel professional, answer a lot of questions, but also inspire and excite model enthusiasts, parents and clients alike.
To understand how to transform Jessica Gregory’s brand, a series of interviews was conducted with user groups to gauge the current brand perception and understand the future direction. After these interviews, Jessica defined a new vision and mission, "BE. FEEL. WALK CONFIDENT." which acted as a north star to guide the brand direction.
Once we defined the new brand and visual language, I began designing Jessica’s new website and digital assets. The goal was to clearly communicate Jessica's value proposition and with the understanding of the audience I leveraged the interviews, and Jessica's "Be. Feel. Walk Confident" philosophy, I was able to create user stories that drove the site redesign and assets. Building a component library allowed any future content author to maintain and build custom pages of the site while ensuring consistent brand language throughout the experience.
Design that delivers results.
