The Challenges
ICONIC wasn’t a traditional modeling agency. Their models worked at conferences, auto shows, and corporate events, offering more than just fashion modeling. The challenge was to:
Streamline the booking process for project owners while keeping it simple
Define a visual identity for the brand from scratch
Ensure models were presented professionally without objectification
Since ICONIC had no existing brand visuals, I started from the ground up—designing their branding, setting guidelines, and shaping their identity. We explored multiple visual directions before refining a sleek, sophisticated style that resonated with their industry.
The Approach
1/ Discovery & Strategy
▶︎ Conducted stakeholder interviews to understand ICONIC’s unique positioning.
▶︎ Identified key challenges: simplifying bookings, defining a brand identity, and ensuring respectful model representation.
▶︎ Analyzed competitors and industry trends to craft a clear strategy.
2/ Branding & UX Foundations
▶︎ Developed brand guidelines to reflect a premium, classic aesthetic while maintaining approachability.
▶︎ Mapped user personas & empathy maps to align the design with real user needs.
▶︎ Defined site architecture & user flows for both models and project owners.
3/ Design & Prototyping
▶︎ Created low-fidelity wireframes to visualize key interactions.
▶︎ Iterated on multiple UI directions, ensuring the design balanced sophistication and usability.
▶︎ Built a design system for consistency across the website.
4/ Implementation & Refinements
▶︎ Conducted usability testing to refine interactions.
▶︎ Collaborated with developers to ensure smooth implementation.
▶︎ Delivered a fully functional, scalable website that elevated ICONIC’s digital presence.
The Solution
Through discovery sessions, we uncovered two key goals:
▶︎ Streamline the booking process for businesses looking to hire models for diverse events.
▶︎ Create a high-end, classic brand identity that aligned with the modeling industry while distinguishing ICONIC’s unique offerings.
For the website, I conducted research, built empathy maps, and mapped out user journeys for two primary audiences:
▶︎ Models looking for opportunities and career guidance.
▶︎ Project owners needing to find and hire the right talent quickly.
The Result
1
Increased engagement
Site visits achieved 50 users per day.
2
Faster bookings
Reduced the booking process from 5 steps to 2 through research, improving efficiency for project owners.
3
Stronger brand recognition
The new branding positioned ICONIC as a premium agency, leading to an increase in inquiries and model applications.
Learnings
▶︎ Branding & UX must align from the start – A strong identity played a crucial role in how users perceived and interacted with the platform.
▶︎ User research is invaluable – Understanding the needs of both models and project owners helped tailor the experience effectively.
▶︎ Balancing aesthetics & usability is key – The challenge was not just to make the site look high-end but to ensure it was practical for users.