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Art Direction
Web Design
Product Design
UI Design






Scope of Work

Art Direction | Website Design | UI Interaction


Tombras Agency

Modernizing the Krusteaz website while preserving its heritage.

Challenge: Krusteaz, a cherished name in baking, needed a website makeover. Their existing platform was outdated, inaccessible, and difficult for both users and the internal team to manage. My task as Digital Director at Tombras Agency was to revamp the website, addressing these issues and aligning it with modern user expectations.

My Role:

  • Led a cross-functional team: Guided designers, writers, and UX specialists in crafting a user-friendly and visually appealing website.
  • Championed user experience: Collaborated with UX designers to conduct user research and ensure the website catered to user needs and behaviors.
  • Developed a responsive design system: Created modular components that showcased Krusteaz products seamlessly across desktop, mobile, and tablet devices.
  • Implemented an accessible CMS: Partnered with developers to build a user-friendly content management system (CMS) for the Krusteaz team, empowering them to easily edit and update the website.
  • Prioritized accessibility: Ensured the website met stringent accessibility standards, providing an inclusive experience for all users.

Overcoming Challenges:

While the project initially adhered to specific branding guidelines, these guidelines shifted late in the development process. I collaborated effectively with the team to adapt the design direction while preserving the core user experience improvements.


Despite the branding redesign, the website achieved its key objectives:

  • Enhanced user experience: Streamlined navigation, clear information architecture, and responsive design facilitated smooth interactions for all users.
  • Empowered the Krusteaz team: The intuitive CMS enabled easy site updates and content creation, improving editorial efficiency.
  • Accessible to all: The website adhered to accessibility standards, ensuring inclusivity for users with disabilities.

Though Krusteaz changed their branding last minute and I was leaving Tombras the look and style adjusted to meet their new brand style. Though I cannot talk about those changes as I had left Tombras, I can talk about my role In the start of this project,

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You look great today!
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