Screen Heirarchy :
- Persistent header contains login/sign up, identity mark (logo) and global navigation.
- Main banner (jQuery animation) establishes site's purpose in conjunction with promotional/branded contests.
- Large call to action button initiates the conversion/sign-up process.
- Lower content section showcases audience activity as lead-ins to the competition process.
- Visual style is conceived to appeal to a fashion Web site audience who are young, very style concious and Internet-savvy.
- Identity mark reflects working title for the site and uses italized script and custom stencil font faces.
- Use of Paris fashion week imagery--Balenciaga, Comme de Garcon, Lanvin, Alexander McQueen-- positions couture as the aspirational model for the site.
- Core visual signifiers include: serif/uppercase fonts, monochrome palette with contrast color highlights for emphasis, overall graphical treatments give content an edge.
