UI/UX, Responsive web design




Website design, wireframing, prototyping, front-end programming, market and visual research.

Project type

Client work

02 / Heroines

HERoines is a nonprofit in NYC that aims to empower women, young and old, to create the lives they want to live through events, girl talk, books, videos and more that support and empower them to follow their dreams.

2. Visual and Market Research

Visual Research began with compiling moodboards of logo, color, type, and web layout examples that conveyed the image the client wanted to achieve. Market research involved searching for HERoines's competitors' and analyzing their websites and brand image.

Because the client really wanted HERoines to appear trendy, we were inspired by the branding of 'millennial' and trendy companies such as Billie, Thinx, Glossier, Allbirds, and Caspar.


A commonality between these brands that we decided to replicate is the soft yet vibrant colors, rounded sans serif fonts, and simple yet empowering writing tone (e.g. Glossier's "Skin first, makeup second" and Billie "Razors built for Womankind.")

3-1. Site structure

3-2. Wireframing

3-3. Typefaces and color palette

3-4. Final design(s)

(Click each frame to enlarge)