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J² Photonics

Website Concept & Visual Direction

Conceptual website design developed under content uncertainty.
Focus on modular structure and a scalable visual system.

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Role & Scope

  • UX Research

  • Visual Direction

  • Logo Curation

  • Brand Color System

  • High-Fidelity Web Prototype

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Initial Objective

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The company requested a minimal website prioritizing direct communication and ease of contact.

UX research insight board summarizing survey highlights and competitive analysis for J²Photonics website redesign

Research

A short survey and competitive review were conducted to identify user expectations and structural gaps in similar websites.
The goal was to create a clear, modular layout adaptable to different industries.

Logo Curation

I curated and selected the logo, based on budget constraints and brand alignment considerations.

Logo curation for J²Photonics
Brand color palette for J²Photonics, designed to ensure consistent visual identity across web

Brand Color System

A scalable color system was defined to ensure consistency across the website and future implementations.
Shades and usage hierarchy were structured for accessibility and flexibility.

Key Design Decisions & Project Evolution

Due to undefined final content and industry scope, the layout was designed as a flexible, modular system.
Visual placeholders were intentionally kept abstract to allow future adaptation.

The initial concept focused on a minimal, communication-centred structure.
Following the SEO consultation, the architecture evolved into a multi-page structure to improve discoverability and content depth.
The layout system was adapted accordingly.

High-fidelity web prototype for J²Photonics, showing modular layout and brand color application for user-centred navigation.
High-fidelity web prototype for J²Photonics, showing modular layout and brand color application for user-centred navigation.

High-Fidelity Prototype

The prototype demonstrates layout hierarchy, visual balance, and content adaptability. Responsive behaviour was planned through Wix implementation, but was not executed due to project closure.

Design Approach & Professional Considerations

  • Maintained a minimal, communication-focused UX despite an expanded SEO-driven structure

  • Simplified keyword-heavy navigation labels to preserve clarity and usability

  • Designed a flexible system adaptable to undefined future content and industry positioning

  • Prioritised budget-conscious visual decisions (logo selection, image direction) while preserving brand quality

  • Ensured the architecture could support future blog integration and scalable content growth

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