ANGELCAB Digital
Place
Year
Berlin
2019.08—2021.06
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Role
Graphic Designer / Brand & Visual Coordination
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About
This project marked the beginning of ANGELCAB's brand repositioning, helping translate the company's commitment to craftsmanship, sustainability and quality into a more coherent digital experience.
Despite offering a highly considered product and one of the most customizable stroller systems on the market, the brand's digital presence did not fully communicate the value, flexibility and attention to detail behind its products. The redesign centred on simplifying the customer journey, strengthening digital storytelling and creating a clearer connection between the brand's philosophy and the online experience.
Particular attention was given to the configurator experience, elevating it from a functional tool into a central part of the purchasing journey, allowing customers to better explore materials, combinations and customization options. The project also expanded the communication around materiality, craftsmanship and Radical Transparency, creating dedicated content systems that brought greater visibility to the origins, qualities and production processes behind each product.
The result was a more intuitive, emotionally engaging and strategically aligned digital ecosystem that established the foundation for the brand's broader visual and communication evolution.
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Contributions
Led the redesign of ANGELCAB's digital ecosystem, including website architecture, user experience and customer journey.
Designed high-fidelity desktop and mobile wireframes across homepage, product pages, configurator and shopping flow.
Repositioned the configurator as a central brand experience, improving usability while showcasing customization options, material choices and delivery expectations.
Developed digital content pillars including Radical Transparency, Natural Materials and Fabric Collections, strengthening the communication of brand values across website and social channels.
Conceived and directed an educational video series for the brand's YouTube platform, overseeing concept development, shot lists, production coordination, art direction and in-house editing.
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Core areas
Digital Art Direction
Digital Communication
Web Structure & UX Thinking
Customer Journey Design
Content Strategy
Video Direction & Editing
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Credits
Photography
Explore more
anem aura studio
Maria Dominika
The Lissome
Anna Rosa Krau
The digital experience was developed as an extension of the broader ANGELCAB brand repositioning, translating the visual identity and editorial thinking into a cohesive online ecosystem.
→ View Brand & Print
