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Web Design
Dream Halted, Fish Salted
Salty Fish is a Melbourne-based creative design studio founded by myself and two fellow designers, Woying Lam and Jia Li. We specialize in creating fresh ideas, thoughtful design, and measurable results for our clients. Initially born from a school project, Salty Fish has grown into a meaningful venture that symbolizes our friendship, motivation, and shared future. Our name reflects the journey from a state of unremarkable mediocrity to one of purpose-driven design. We are proud of what we've built and look forward to creating even more impactful work together.
Position
Lead UI/UX Designer
Client
Salty Fish Studio
Timeline
Feb 2022 - Mar 2022
Tool Used
Readymag, Photoshop, Illustrator
Web Design
UI/UX Design
Branding Design
Background
Our brand originally embraced a playful, laid-back aesthetic based on the concept of "salty fish" (a Chinese term for feeling unmotivated or stuck). While it reflected our initial uninspired mindset, it was clear that as we grew into a more passionate and purposeful design studio, the visual identity needed to evolve. The challenge was to transform our brand to better reflect our new creative vision, while maintaining a connection to our roots and ensuring it resonated with a professional audience.
Solutions
The solution involved a complete rebranding of Salty Fish Studio, shifting from a playful persona to one that reflects our purpose, creativity, and bold vision. This included a redesign of both our website and brand identity.
I created a bold, dynamic visual design featuring rugged colors, daring typography, and experimental artwork that communicates our creative energy. The new aesthetic highlights our transformation while maintaining approachability. The website’s navigation was streamlined for ease of use, focusing on a clean and simple interface to improve user flow and help visitors easily explore our portfolio and services.
To ensure accessibility across all devices, I optimized the design for desktop, tablet, and mobile, providing a seamless user experience. We also updated our brand identity, introducing a new logo with strong geometric elements that symbolize our commitment to design excellence and our evolving studio identity.
Website link: www.saltyfishstudio.com
Final Notes and What’s Next?
The rebrand of Salty Fish Studio marks a turning point in our journey, shifting from playful to purposeful, and setting the stage for future growth. The updated UI/UX design has already had a positive impact, helping us engage clients with a clearer and more professional online presence. Moving forward, we will continue to evolve our creative offerings and deepen our relationships with clients. The road ahead is bright, and we’re excited to explore new challenges and push the boundaries of design together.
