Consolidating Brands, Expanding Reach

MorAfrica, a platform dedicated to connecting the artistic talents of the African diaspora with art collectors worldwide, faced limitations with their existing Wix website. While functional, the site's outdated design and confusing UX/UI hindered user experience and navigation. This posed a challenge for showcasing MorAfrica's diverse collection of modern, contemporary, and traditional art forms.

Old Homepage for MorAfrica
The previous state of MorAfrica's website

MorAfrica needed a new e-commerce website that seamlessly reflected their mission. The platform needed to be user-friendly and trustworthy, allowing art enthusiasts to effortlessly browse and discover the vibrant artistic landscape MorAfrica champions.

New Homepage or MorAfrica at launch.

The Solution

We partnered with MorAfrica to create a user-friendly e-commerce website powered by Webflow CMS & E-Commerce. This platform fosters a seamless online shopping experience for art enthusiasts seeking unique pieces from the African diaspora. The website boasts a clean and intuitive design, allowing effortless exploration of MorAfrica's vast collection of African art, modern art, and traditional art forms.

More importantly, the website consolidates five of MorAfrica's subsidiaries (Spirit in Stone, Isanii, Jadi Art, and Kizao) under a unified brand identity. This strategic move streamlines the customer experience and strengthens MorAfrica's online presence within the global art market.

Laptop with MorAfrica's homepage and old subsidiaries pages.
MorAfrica's unified website includes: Spirit in stone, Jadi Art, and Kizao

Streamlined navigation and intuitive design principles were implemented to ensure a smooth browsing experience.

Hand drawn wireframe of MorAfrica's collections
Product Page Wireframe

Wireframe of MorAfrica's event page.
Events wireframe

A modern and visually appealing design aesthetic was incorporated to showcase the beauty and diversity of MorAfrica's art collection. The website was equipped with robust e-commerce features to facilitate secure transactions and streamline the art acquisition process for collectors.

Screenshot of MorAfrica's Collection Page
Product Page with sidebar filtering

The Result

By prioritizing user experience and a visually captivating design, the new MorAfrica website empowers artists and collectors to connect effortlessly. This enhanced platform fosters a more engaging online experience that aligns perfectly with MorAfrica's mission of celebrating and promoting African art on a global scale.

MorAfrica Homepage on a laptop and Mobile phone.
Image showing e-commerce Collections page on Laptop and Mobile
Image showing Meet the Artists page on Laptop and Mobile
Image showing Events page on Laptop and Mobile

Project year
2022
client ceo
Kevin Crayton
Project Scope
CMS
Discovery & Research
Project Management
User Experience
Visual Design
Web Design & Development
Webflow
Creatives
Donna Melger
Project year
2022
client ceo
Kevin Crayton
Project Scope
CMS
Discovery & Research
Project Management
User Experience
Visual Design
Web Design & Development
Webflow
Creatives
Donna Melger

MorAfrica, a platform dedicated to connecting the artistic talents of the African diaspora with art collectors worldwide, faced limitations with their existing Wix website. While functional, the site's outdated design and confusing UX/UI hindered user experience and navigation. This posed a challenge for showcasing MorAfrica's diverse collection of modern, contemporary, and traditional art forms.

Old Homepage for MorAfrica
The previous state of MorAfrica's website

MorAfrica needed a new e-commerce website that seamlessly reflected their mission. The platform needed to be user-friendly and trustworthy, allowing art enthusiasts to effortlessly browse and discover the vibrant artistic landscape MorAfrica champions.

New Homepage or MorAfrica at launch.

The Solution

We partnered with MorAfrica to create a user-friendly e-commerce website powered by Webflow CMS & E-Commerce. This platform fosters a seamless online shopping experience for art enthusiasts seeking unique pieces from the African diaspora. The website boasts a clean and intuitive design, allowing effortless exploration of MorAfrica's vast collection of African art, modern art, and traditional art forms.

More importantly, the website consolidates five of MorAfrica's subsidiaries (Spirit in Stone, Isanii, Jadi Art, and Kizao) under a unified brand identity. This strategic move streamlines the customer experience and strengthens MorAfrica's online presence within the global art market.

Laptop with MorAfrica's homepage and old subsidiaries pages.
MorAfrica's unified website includes: Spirit in stone, Jadi Art, and Kizao

Streamlined navigation and intuitive design principles were implemented to ensure a smooth browsing experience.

Hand drawn wireframe of MorAfrica's collections
Product Page Wireframe

Wireframe of MorAfrica's event page.
Events wireframe

A modern and visually appealing design aesthetic was incorporated to showcase the beauty and diversity of MorAfrica's art collection. The website was equipped with robust e-commerce features to facilitate secure transactions and streamline the art acquisition process for collectors.

Screenshot of MorAfrica's Collection Page
Product Page with sidebar filtering

The Result

By prioritizing user experience and a visually captivating design, the new MorAfrica website empowers artists and collectors to connect effortlessly. This enhanced platform fosters a more engaging online experience that aligns perfectly with MorAfrica's mission of celebrating and promoting African art on a global scale.

MorAfrica Homepage on a laptop and Mobile phone.
Image showing e-commerce Collections page on Laptop and Mobile
Image showing Meet the Artists page on Laptop and Mobile
Image showing Events page on Laptop and Mobile

Ready to create a user experience that captivates your audience?

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