The good thing about working with a company from its launch is that you get to see it grow and evolve, and the best part, you get to be part of all that.
When I got hired by TROC to be their main designer the company had sold only 10.000 Reais, but when I left, a year and a half later, they were way over 3milion reais sold. With that much growth and in so little time the design of the site and it's collaterals had to change quite a few because with time we got to know our clients better and also what worked and what didn't for the industry.

Our first design solution was highly based on what our competition was doing, but with time we saw it wasn't aligned with our customer, especially the color pallet. So we tried a more "mature" and classic approach, with a serif font and street style pictures, but than it was too mature and didn't align properly with our customer. Our next approach was made for our summer campaign, we used vibrant gradients, and it worked! We started to get more engagement and it seemed to resonate best with our client.

But summer passed and the gradient didn't seem to align with the client's mood anymore. For that we decided to invest in a more flat and modern design, using mainly san serif fonts in different weights, paired with bold prints and a bright color pallet. Since the site has a vast product selection and various campaign outlets the pallet had to have a lot of variations, so the communication wouldn't get boring for the client.

The reception of it was so good that we decided to re-do the whole front end of the site, investing in a more friendly and modern approach.

The section TOP TROC, a part dedicated to actresses, singers, and influencers that worked with the brand and sold their used outfits on the site, had a redesign of its own. Since the influencer is the main focus, the new identity is cleaner but with designated colors for each of them, so if she was to send pieces to sell again that color would help identify her on the site.

Working with in-house for TROC made me appreciate knowing better the costumer and the brand your working with. Also, made me challenge my self by making me use different hats for the job, for example, if we needed a new UX design, I would do that, If needed a brochure, I would do that, If we needed better e-mail marketing campaigns, I would dive into that.
I learned a lot with the job, now it's time to apply that knowledge to help someone else.

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