Regular Animal gives wholesaler Lane & Merriman a friendly new website.

The Miami-based marketing agency creates a distinctive and engaging online experience for Lane & Merriman by deploying the newly created brand identity on a website bursting with personality.

Over the years, we’ve been moving towards a standardization of digital design patterns. Responsive web design has resulted into the proliferation of similar layouts. Google’s Material Design and iOS have their proprietary practices, and the rise of design systems allows brands to express themselves coherently across different touch points. Within these boundaries, Regular Animal manages to develop an online experience filled with personality that feels distinct from Lane & Merriman’s competitors.

Creating a ‘frictionless’ experience is the ultimate goal of Lane and Merriman’s web design – building a website that allows the user to discover the wholesaler’s catalog, place orders, or view content without having to stop and think about how to do it. The new site is fast, responsive, reliable, and streamlines the brand’s online experience.

The website takes its cues from classic catalog design, with rule lines and a gridded structure that is easy to scan. The clean, clear design extends to the navigation, which allows users to find anything they need with a minimum amount of clicks. A unified graphic language enhances the creative design and provides a distinctive user experience.

Lane & Merriman’s co-founder and Chief Executive Officer said, “Based on insights from our users, we acknowledge the importance of user-friendly design and understand that wholesalers and brands require new marketing channels which reach out to their target audiences.”

Surrounded by an elegant oversaturated color palette, Playfair Display is displayed as the primary font family on the website. Playfair Display is a transitional design. During the European Enlightenment (late 18th century), pointed steel pens replaced broad nib quills as the popular writing tool of the day. Jointly with developments in printing technology, ink, and paper making, it began to print letterforms of high contrast and delicate hairlines, detached from written letterforms.

This design firs this period, and while it is not a revival of any particular design, it takes influence from John Baskerville and Scotch Roman designs. Being a Display (large size) design, stylistically and functionally, it can accompany a much more modern font for body text.

For the website’s body font, Regular Animal chose Work Sans, a typeface family based loosely on early Grotesques. The Regular weight is optimized for on-screen text usage at medium sizes, in this case, 16px. The fonts closer to the extreme weights are designed more for display on web and print. Overall, features are simplified and optimized for screen resolutions; for example, diacritic marks are larger than they would be in print, making it an ideal font for a web design with a simple and elegant aesthetic.

Regular Animal is a Miami-based creative agency dedicated to create content that makes exceptional brands shine. We bring your brand to life through Right Thoughts, Right Words, Right Actions™—inspiring branding, sleek graphic designuser-friendly websites, and compelling copywriting.

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