about the project
“Love Letters to the World” – website design
Love Letters to the World is a creative agency led by Brian Rashid — an award-winning filmmaker and storytelling entrepreneur who uses short films, community gatherings, and experiential essays to celebrate the beauty of people and places. When I joined the project, the brand had a clear vision but no website to bring it to life. My role was to design a platform that represented the brand's creative work, functioned as a portfolio and networking tool, and opened doors to partnerships with local governments, tourism boards, and organizations who share the same values.
services
- Wireframes
- Visual identity design
- Information Arcitecture
- UI/UX Design
client
Love Letters to the World
Challenge
A soul that needed a structure
There was no centralized space where the scope and impact of past projects could be explored, and no visual identity beyond a logo. The site also needed to speak to two very different audiences: community members uplifted by the work, and institutional partners who could help bring future projects to new places.
Solution
A platform built for two audiences
A website designed around storytelling first — structured enough to communicate scope and credibility to potential partners, expressive enough to feel authentic to the communities at the heart of the work. Three core pages, each with a distinct emotional role and a flexible content structure the client's team could manage independently.
Typography
Colors
Design Process
01 Research
Competitive analysis across cycling and outdoor brands to understand how the best ones blend content and commerce.
02 Wireframing
Mapped all key pages — homepage, PDPs, collection pages, journal — to establish clear structure and user flow before any visual decisions were made.
03 High-fidelity
Translated wireframes into a full visual system matching LSRF's brand identity, with regular client feedback loops throughout.
04 Handoff
Delivered a fully realized visual ready for Shopify development.
Outcome
The new LSRF website positions the brand exactly where it belongs — alongside the best in cycling. It presents their products with clarity and confidence, gives their storytelling a proper home, and creates a shopping experience that feels intuitive from first visit to checkout. Built on a flexible Shopify codebase, it's designed to grow with the brand.