Case 01 / Brand and web experience
The Hatricks by Tolani Alli
A brand website that carries a creative community's energy and still gets out of the visitor's way.
- Year
- 2026
- Timeframe
- 1 month
- Role
- Sole UI/UX designer
- Tools
- Figma, Illustrator, Photoshop
The 30-second version
01 Problem
The Hatricks needed a digital presence that matched the creativity, energy and premium identity of the brand, without making the site harder to navigate.
02 What I did
I ran the whole design process alone: UX planning, wireframes, high-fidelity interface design, and responsive layouts for desktop, tablet and mobile.
03 Outcome
A visual system of strong typography, intentional spacing and layered layouts that leads visitors from the brand story to events and community.
The Hatricks was a chance to explore how design can communicate culture, creativity and emotion through a digital experience. From the first direction to the final interface, the aim was a platform that felt expressive, premium and memorable.
01The brief
The brand is bold, and the site had to feel modern and immersive. It also had to stay easy to understand. The risk with a visual brief like this is that storytelling wins and usability loses, so visitors admire the page and then can't find what they came for.
02Structure first
I started with the information architecture, so the site guides people naturally from the brand story to events and community. The interface around that path stays clean, which lets the photography and typography carry the energy.
03The visual system
The identity comes through strong typography, intentional spacing, layered layouts and interactive elements. Every decision had to do two jobs: look striking and keep the journey smooth.
I designed the experience for desktop, tablet and mobile so it stays consistent and accessible on each.
04What it shows
Leading the process alone, from planning through to responsive layouts, meant every decision was mine to justify. The project shows how I merge visual storytelling with product thinking.
Screens (05)
