Rustism

Deliverables

Web Design
Responsive
Concept
Website

Timeline

2024

Roles

UX Research
UX Design
UI Design
Web Development

Rustism is an interior architecture and construction studio based in Vietnam, known for its distinctive Rustic style—warm, natural, and soulful. After 6 years of building its presence primarily through Facebook and word-of-mouth, Rustism recognized the need for a strong digital foundation that reflects the brand's identity and drives real business outcomes.

The Challenge

Despite years of experience and a strong portfolio, Rustism faced key challenges: • Most clients discovered the brand via personal Facebook or fanpages • The existing website lacked conversion power and brand presence • The brand did not stand out in a saturated interior design market

The Solution

To attract customers and increase conversion rates, I designed a website as a brand experience—warm, artistic, and distinctly Rustism.: • Breaking away from generic layouts with custom structure, typography, and interactive flow • Showcasing the unique Rustic character through textures, warm color palettes, and editorial-style imagery • Optimizing for conversion, with clear CTAs and a user journey designed to guide, not overwhelm • Mobile responsive, ensuring accessibility for a social audience

Design Direction & Visual Language

I crafted a clear 3-stage design process—from discovery to wireframes to high-fidelity UI—to ensure both functionality and aesthetic coherence. Inspired by Rustism's rustic spirit, we defined a unique visual identity: warm tones, natural textures, and a timeless serif typeface.

Homepage Layout Exploration

We explored two homepage layout directions to evaluate visual storytelling, hierarchy, and conversion potential.

Hero Section Variations

Multiple hero section designs to define the first impression of the brand. These explorations tested different layouts, typography emphasis, and image storytelling to find the version that best captures Rustism's essence: creative, warm, and unforgettable.

Additional Homepage Sections

Beyond the hero, the homepage was structured to build trust, communicate expertise, and guide users toward conversion. Together, these sections deliver a compelling narrative while supporting seamless user flow.

Supporting Pages & Site Structure

a set of supporting pages to complete the website's user journey and provide depth to Rustism's brand story. Each page is crafted with consistent visual language and thoughtful UX to ensure a seamless and engaging experience.