The Daraz Nepal design team faced challenges in layout, colour combinations, and overall design aesthetics. Through thorough analysis of consumer insights, we discovered a preference for lifestyle-oriented visuals over predominantly orange designs.
To address these issues, I collaborated closely with the Nepal design lead, reviewing previous work and facilitating design feedback and sharing sessions. I developed practical examples based on real cases and provided guidance to local designers on creating visually appealing and impactful designs. These examples have been integrated into our overall design guidelines for future reference.
After two months of focused effort, the Nepal team has made significant strides, showcasing improved design aesthetics and more effective visual communication.
Visual Examples and Art Direction
To better help them visualise, I have included a few examples with real-life content to guide them on art direction and layout placement.
Daraz Dashain Dhamaka Campaign
In this visual, the Nepal team did a great job creating a key visual for a festive sales campaign. I provided minor tweaks to enhance vibrancy and incorporated festive elements like kites to emphasise the sales aspect.
Web Banner Design
The furniture proportions appeared forced, and the designers struggled to integrate both products due to limited shots provided by the commercial team. Additionally, the original visual did not exude the premium look required upon reviewing the main copy.
To address this, I suggested elegantly framing the furniture rather than imposing them into a scenario. In Example 1, I used a dark maroon base and beige text to enhance the premium appearance. Decorating the visual with a golden glow added a finishing touch.
Another approach is for the designer to introduce additional supporting elements to enhance visual completeness. In Example 2, incorporating a room sketch in the background lends a design-oriented look and feel, creatively showcasing both products.
Introducing the Nepal Team
Here is a photo of me enjoying lunch with the Nepal Design team during my first trip to Nepal. They gave me a warm welcome and showed me around. They are truly a lovely team with tremendous potential.
