Sudden Service Website

Sudden Service positions themselves as ‘the regular’ store where shoppers can always know what they are getting when stopping in: tried-and-true products from people you can trust and a shopping experience that leaves you feeling satisfied.

Our team was presented with the task to create a user-friendly website that effectively communicates Sudden Service’s renewed brand identity, enhances customer engagement through the Rewards program, and attracts potential employees through a robust Careers section, fostering growth and loyalty in both customer and employee bases.

Based on their tagline, ‘Friendly people. Real convenience’, the overall visual language and messaging was designed to embody their brand personality that is unpretentious, authentic, engaged, and inclusive.

My Role

As a Digital Art Director, I was responsible for ideating and executing the visual direction for Sudden Service’s new website, which included developing the semantic UI system, defining photography styles, and collaborating with a copywriter to establish the appropriate messaging tonality. After presenting multiple concepts and receiving client approval, I advanced to the low-fidelity prototype stage.

Working in an agile Sprint methodology, I collaborated closely with the copywriter and developer to iterate and refine the design, ensuring seamless integration of both visual and written content. In the next phase, I partnered with another Digital Art Director who took the lead on "skinning" the wireframes, ensuring the visual direction was meticulously executed in alignment with the approved concept.