Spectacle Society

Improving Website Architecture & Brand Assets

Overview: Spectacle Society is a Detroit independent optical boutique that offers unique eyewear designed for all types of people. Owner Tina Arroyo emphasizes personal connection, self-expression, and community engagement. To support her business, which relies heavily on word-of-mouth, she sought to promote a referral program while establishing a sophisticated yet upbeat visual identity across the website, newsletter system, and social media channels.

Program: +ISLB Summer Internship

Design Team: Yue Cai, Lindsay Farb

Design Faculty Advisor: Jill Greene

Project Duration: MAY 2023 - JUL 2023

Keywords: UI/UX Design, Website Design, Branding,

Visual Identities

Website Redesign Process

Analyzed and synthesized content from the original website to identify areas for improvement
Proposed updates to information architecture, navigation, and content for client feedback and approval
Developed a site map outlining the website structure
Created comprehensive wireframes in Figma
Implemented the approved designs on the designated web host
Produced “How to Edit” tutorial videos as future references for the client

Site Map

Wireframe
Highlights

Branding & Identities

Beyond the website, the design team evaluated the client’s social media presence (Instagram and Facebook)

and newsletter system. Following a thorough analysis and discussions with the client, we addressed the following:

Messaging: Refined primary and secondary messaging across all platforms
Typography: Refined typography choices
Newsletter Templates: Designed templates for automated campaigns
Social Media Templates: Created templates for posts and reel covers
Brand Guidelines: Developed supplementary brand guidelines based on the completed work