Suf Clothing Web Design Project

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This customer received 19 web designs from 7 designers. They chose this web design from StudioROKIT as the winning design.
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Web Design Brief
I have a small website www.urbansurfclothing.com which has been designed by a web developer/programmer and is a few years old now. I need a new design to bring the whole look and feel of the site up to date and make it more appealing. The colour scheme and logo look very dated now I think. I don't mind if the colour scheme changes. I think at the moment it is a bit dark. I would like only 3 pages designed (homepage, category page and product page). These are the most important pages, others like contact-us, static page I can just blend in afterwards.
Target Market(s)
surf clothing shoppers
Industry/Entity Type
Clothing
Look and feel
Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.
Elegant
Bold
Playful
Serious
Traditional
Modern
Personable
Professional
Feminine
Masculine
Colorful
Conservative
Economical
Upmarket
Requirements
Must have
- The top menu is quite big because there are lots of categories, this needs to be kept if possible in the new design. The style/colours can change though.
The design must help sell the products and make them be the focus of the page.
Should not have
- although it has ''surf' in the name and 'urban' in the name I don't think these need to be used in the logo or the design of the site necessarily. Its just a name, the clean, modern look of the site is most important.