Kelzzia Concept Website

Sustainable transparency-first fashion brand/website design

Kelzzia was a collaborative concept that emerged from a conversation at the Congreso de Educación Sistémica conference in Bogotá, Colombia.

While attending the conference as a speaker, I met Peter Tuddenham, an educator and systems thinker with a background in marine science and a leadership role in the International Society for the Systems Sciences.

Peter and I began talking about our shared interests and eventually explored the idea of creating a sustainable-fashion brand, which we named Kelzzia.

The project never progressed beyond its concept phase.

I did, however, create a website and storefront prototype representing what the brand might have become.

The goal was to design a clear and accessible digital storefront for sustainability-conscious consumers, particularly younger adults interested in environmental responsibility, social impact, and minimalist fashion design.

The prototype explored how sourcing information, environmental claims, and product context might be incorporated into the shopping experience rather than hidden behind a separate corporate-responsibility page.

I created low-fidelity and high-fidelity designs using Adobe XD. The design process was informed by WCAG accessibility guidance, although the concept was not developed into a production website or formally audited for compliance.

Project Media

Full hi-fi and lo-fi designs, hosted in Figma (as images because I no longer subscribe to Adobe XD)

Project Details

Role: Designer
Tools: Adobe XD, WCAG guidelines, pen and paper
Duration: ~6 weeks (concept to hi-fi prototype)

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