Urban Edge
Urban Edge is a fashion editorial website concept designed for a modern womenswear brand. The project focuses on translating brand identity into an immersive digital experience, where layout, typography, and motion work together to create a strong editorial narrative.
Web Design
The design explores micro-interactions as a storytelling tool — from a custom loading animation that sets the tone of the experience, to hover states that reveal selected pieces from each collection. The interaction system is intentionally minimal, allowing imagery and composition to lead the user through seasonal drops in a fluid, intuitive way.
A supporting branding animation was created for Instagram, translating the Urban Edge identity into a short, motion-led format that extends the website’s visual language into social media.
Created using Figma for concepting, animations, microinteraction and UI design.