LEADING handloom manufacturer in Sri lanka
Crafting a Global Brand Identity for Ethical Handloom Fabrics
Selyn Textiles, Sri Lanka’s sole Fair Trade handloom manufacturer, provides ethically sourced, handcrafted textiles. As an evolution of Selyn, the brand embodies sustainability and style, with fabrics that are 100% vegan and free of toxic chemicals. Certified by the World Fair Trade Organization, PeTA, and REACH, Selyn Textiles represents a commitment to eco-conscious craftsmanship.
Project Requirement
The project involved creating a complete brand identity for Selyn Textiles. This included designing the logo, brand and visual guides, business essentials, and the corporate website. Additionally, it encompassed directing photography and videography to highlight the artisans behind the fabrics.
My Role
Develop the visual identity of Selyn Textiles. This included designing the logo, creating brand and visual guides.
Craft the corporate e-commerce website to ensure a cohesive and engaging user experience.
Direct the photography and videography approach to effectively showcase the artisans and their handcrafted textiles.
Team Members
Content Writer
UX Strategists
Developers (Front-end & Back-end)
Photographers & Videographers
Project Manager
Business Problem
Selyn Textiles needed a distinct, relatable, and contemporary brand identity to position itself as a leading player in the global handloom industry. The existing visual presence did not adequately capture the brand’s ethos or effectively communicate its value proposition to the target audience.
Goal
Deliver a complete brand identity and fully functional e-commerce website for Selyn Textiles within 10 weeks, including logo design, visual guides, business essentials, and comprehensive photography and videography, to enhance their market presence and showcase their handcrafted textiles effectively.
Brand Identity
I conceptualized a bold and modern logo that reflects strength and resilience, using negative space and carefully chosen typography to symbolize empowerment and authenticity.
UI/UX Design
Designed a contemporary, mobile-first website with a neutral color palette that highlights the earthy vibrancy and textures of Selyn’s fabrics. Focused on minimalistic aesthetics and intuitive navigation to enhance user experience.
Visual Direction
Executed abstract, texture-based photography and videography direction to celebrate the fabrics’ earthy tones and intricate patterns.
Figma
UX/UI Design & Prototyping
Adobe Creative Suite
Graphic asset designs
ClickUp
Project Management
Slack
Communication
Improved Brand Identity
The new logo and visual identity established Selyn Textiles as a prominent player in the global textile market, conveying strength, authenticity, and modernity.
Enhanced User Experience
The redesigned website provided a streamlined, mobile-first experience that highlighted the fabrics’ unique qualities, leading to better engagement and an improved user journey.
Effective Content Presentation
The photography, and videography captured the essence of Selyn Textiles’ products, presenting them in a way that resonated with designers and enhanced the overall brand narrative.
The new brand identity and website design significantly elevated Selyn Textiles’ market presence, creating a cohesive and professional look that effectively communicated their values and product offerings. The modern, minimalistic website design improved user engagement, while the visual content strengthened the brand’s appeal to high-end designers.
This project highlighted the importance of aligning visual identity with brand values and user experience, reinforcing the impact of a well-executed design strategy in enhancing brand perception and market positioning.