Real Hedoines
An online platform celebrating bold, inappropriate and unconventional women.
A project close to Hedoine founder and CEO, Alex Tymann’s heart, Real Hedoines was a real passion project.
The online platform was designed to share stories from women working across a variety of industries, elevating women from all backgrounds.
I worked alongside our founder and our copywriters to help determine the best content hierarchy and structure for this blog, creating sitemaps, wireframes and then the designs you see below.
A key element of this project was to make it feel like an extension of the Hedoine brand without feeling like it was exactly the same as the Hedoine blog or any of the e-commerce website. To aid in this, I’ve used our brand’s fonts but tweaked their usage to reflect a more editorial style.
Another issue that arose with this project was that we wouldn’t always be able to arrange a photoshoot to create assets so what we could receive would vary - knowing this I also introduced a few different ways to make images of any size fit within the image formats needed for the website and edits to ensure they were visually as cohesive as possible.
You can view the live Real Hedoines blog here.
Photography
While at Hedoine, I worked hard to define the visual language of the brand ensuring consistency in all our images - a dynamic leg pose, dark mood taken with a flash and an opulent setting.
When we launched the Hedoine Biodegradable Tights, I needed to rethink the approach but still have some thread of Hedoine to allow the images to fit within the website and socials.
These images have been featured in Vogue, Harpers Bazaar, Drapers and Grazia to name a few.
Creative Direction by Leesa Mealing
Photography by Leesa Mealing
Photography Assistant Katrina Holmes
AD Assistant Leonie Holland
Retouching by Milosz Ciepiela
Model Amber Grey
