- ·roleUX Designer
- ·year2024
- ·duration10 weeks
- ·team4 + founder
- ·toolsFigma
Growing a new website for BySage
Helping a San Diego streetwear brand stop competing on vibe and start competing on trust.
- ·23 survey responses
- ·5 design principles
- ·1 brand site
01 · Overview
BySage is a San Diego streetwear brand reimagining everyday wear with earth-toned, high-quality collections.
The founder, Cameron, was selling through Instagram, TikTok, and a BigCartel site for limited drops — making it hard for customers to see his full range.
That's where we come in
After hearing about this problem, we built a platform to centralize products, showcase craftsmanship, and deliver an intuitive, nature-inspired shopping experience.
02 · Research
What does the competition look like?
We looked at brands with substantial influence in the space: Stüssy, Bricks & Wood, The North Face, Carhartt, and S'Envoler Studio. We chose them because they parallel BySage's goals in niche market penetration, quality emphasis, and ethical fashion.
Additional companies observed for functionality and design: Reformation, Post-Imperial, Pact.
What did we learn?
Five key principles came out of the competitive scan:
- Optimize mobile responsiveness — ensure a seamless shopping experience across devices
- Adopt a minimalist design approach — minimal text paired with clean graphics and large images
- Organize product categories effectively — clear layouts with representative images and concise descriptions
- Craft engaging web copy — warm, welcoming tone that feels approachable
- Design intuitive navigation — minimize excessive scrolling, implement sticky menus
03 · Customers
We gathered 23 survey responses from potential, non-frequent, and frequent customers.
90%Found BySage through social media
40%Questioned legitimacy, wanted more background
87%Past buyers would purchase again
I really like the vibe of the business, but the only thing I can really base it off of is the Instagram and there are so many brands like this that exist so it doesn't really stand out as much.
Let's put a face to these customers
When surveying, the primary demographic for BySage's products was mainly a younger audience. With the new website, we wanted to capitalize on that primary demographic while also reaching other age ranges by improving the overall discoverability of the brand.
04 · Process
Planting the seed
We stressed the importance of being able to display products clearly. Early designs focused on product pages and brand identity — establishing the visual language before building out the full site structure.
Choosing our style
With the structure taking shape, we defined the visual system that would make BySage feel recognizable, grounded, and easy to trust.
05 · Solution
A fully grown website
Our main focus with the landing page was to ensure that the brand could build trust with consumers through the initial visit.
We prioritized the user experience by strategically placing the 'Who Are We' and 'Popular Items' sections at the forefront. We incorporated the 'Our Style, Our Way' section to showcase the brand's engagement and foster a deeper connection with its consumers.
About us
BySage aims to inspire fellow artisans through hand-crafted clothing and authentic storytelling. We showcased a brand timeline and past collections to highlight its true artistry.
Need help about your package?
A brand new centralized hub for contacting BySage and accessing shipping information — shipping policy, return policy, and terms of service all in one place so nobody has to dig.
Viewing archived collections
The archive gives visitors a way to explore the brand's past collections and see how its visual language has evolved.
Navigating buying an item
The product flow keeps browsing focused while making it easy to move from discovery to a product detail and purchase.
- tools
- Figma
- platform
- Web · responsive
- status
- Concept · client work
- team
- Donovan Le, Caitlyn Cielo, Mark Morera
Notes
Working directly with a founder taught me how much context lives outside the brief. Cameron knew his customers better than any survey could — the challenge was translating that into a site that did the same work for a stranger landing on it for the first time. This was one of my favorite projects — being able to work with a local business I'm passionate about made the process rewarding. Thanks to Donovan Le, Caitlyn Cielo, Mark Morera, and Cameron from BySage for making it possible.