Aurum 21 Collection
Business Development & Creative Direction
From side hustle to hijab retailer
The Aurum 21 Collection brand started off small as a whatsapp based side hustle until owner Asrar Shehadah decided to dive headfirst into the world of e-commerce and hired Yumna Ali Design Co to lay its foundation.
Logo Design
A sophisticated and bold feminine feel that represented our client personally as well as her target audience, we selected a magenta that never goes out of style and paired it with an organic but clean typeface. Going into this project, we knew this logo needed to go places. So we designed it to carry the weight of our client’s dreams.
Business Development & Creative Direction
Our mission was to help Aurum 21 Collection not just write a mission statement, but to create an experience for their customers from the discovery of their products to the opening of the first package. With these goals in mind, we directed the brand’s story through market trend research, curated color palettes, professional photo shoots, marketing, and copy writing. Yumna Ali Design Co developed a flexible but robust business plan defined by stages of growth and quantifiable achievements.
Identity & Branded Content
Taking their logo and expanding it into an identity system, we designed pieces for both physical and digital mediums. Their business cards were designed on a felt weave paper whose tactility was a callback to their products. We designed garment labels as well as tags and stickers that would promote the brand in a fun and functional way. For their social media content, we created templates for different types of posts as well as some original artwork - all using color stories and styles that fed off their brand guide.
E-Commerce Website
A robust and fully functional e-commerce website was one of the main concerns of our client, and the main reason we were hired. We were tasked to create a website that would be clean and mobile friendly, but with all of the back-end functionality that a growing e-commerce business needs - that would also be easy for our client to access and update down the line. We set up the full e-commerce experience for our client starting from the graphics to the product descriptions, to the SEO and Adwords. We used Squarespace to create the foundation and customized it with some new code, clever graphics, and shopper friendly page layouts. It was important to us that the website integrate smoothly with available commercial apps and plugins for payments processing, inventory management, shipping, and email marketing; allowing the entire business to essentially function in the cloud and be accessible to admins from any device, anywhere.
