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Vellum

Turning vehicle interest into higher-quality leads.

Research · UX strategy · Interaction design Prototyping · Experimentation

CLIENT

Vellum

YEAR

SERVICES

Art direction

INDUSTRY

Publishing

Overview

Vellum is an independent publishing house focused on architecture, photography, and contemporary culture. The identity brings together its growing catalogue through a clear editorial system designed for both print and digital.

Vellum is an independent publishing house focused on architecture, photography, and contemporary culture. The identity brings together its growing catalogue through a clear editorial system designed for both print and digital.

The problem

Each publication needed to retain its own character while still feeling part of one recognizable collection. The brand also had to translate naturally from tactile printed editions into a modern digital experience.

Each publication needed to retain its own character while still feeling part of one recognizable collection. The brand also had to translate naturally from tactile printed editions into a modern digital experience.

Design response

Treat the experience as a set of testable hypotheses.

Rather than redesigning the form once and assuming the problem was solved, I explored variations across form length, information sequence, and interaction model.

The goal was to understand which changes actually improved conversion rather than relying on design preference alone.

Key Decisions

Reduce effort without removing useful context

I tested different amounts and sequences of information to find where additional dealership context stopped justifying the effort required from the customer.

Test visibility as well as content

Modal and slide-in patterns created different tradeoffs between prominence and continuity. Both became hypotheses to evaluate rather than subjective design choices.

Impact

A precise grid, oversized typography, and a vivid cobalt blue accent create the foundation of the identity. Full-bleed photography, restrained layouts, and tactile paper details give Vellum a distinct visual rhythm without overpowering the work it publishes.

A precise grid, oversized typography, and a vivid cobalt blue accent create the foundation of the identity. Full-bleed photography, restrained layouts, and tactile paper details give Vellum a distinct visual rhythm without overpowering the work it publishes.

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