Specializing in ceramics, Espiritu translates imaginative concepts and stories into relatable objects of unique shapes and forms. Espiritu is a contemporary ceramic studio based in Vancouver, Canada that is owned by Diane Espiritu. The goal was to update Espiritu's brand and create a responsive e-commerce site that showcases each of the product in the best way possible. As well, we wanted to give users a seamless experience in customizing (if applicable) their product.

Roles: UX/UI Design - Myself  | Branding & Art Direction - Michael Lee  |  Development - Justin Chow


 We identified the foundational struture of the site and from there, iterated endlessly until we acheived a structure we felt could a) house the photgraphy well on all devices- we did not have photos during this stage and had not begun our photoshoot of the products which we helped shot and styled ourselves and b) be a good intro and first impression for first time visitors as the goal was more to tell the story and process behind each product as oppose to shoving the Buy button within their immediate vicinity.



The Espiritu typographic palette is made up of two typefaces called Kabel and Hoboken. Kabel is reserved for headlines and subheads where a bigger type size allows the playful and organic letter forms to come through.

Hoboeken is primarily used to typeset smaller and extended bodies of text. The delicate yet timeless letter forms remind readers of the experience of reading a storybook.

Espiritu motifs

Striped down to the basics, these visual symbols are developed to represent the Espiritu’s inspirations, philosophy, processes, as well as various tools and materials used by the designer. When placed strategically across touch points, they are a core visual component of the brand. The current set of icons will continue to expand as the brand continues to evolve and grow, fulfilling more functions and purposes. Designed by Michael Lee


...is a major touchpoint of the Espiritu brand. It is a showroom where customers get to study the products in-depth and learn more about the production processes and Diane’s practice. In addition to specs and details, each product is presented with its own personality through the written content and the product photography. The website wraps all the elements of the brand (photography, tone of voice, iconography) into a unified experience that reflects the Espiritu brand character.

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Once the site is officially launched, we will examine the conversion rate. We will look into further making the CTA "Buy" more prominent but for now, the goal is to showcase the story of each of these handmade products and give Diane a platform to further collaborate with future partners.