The original, refined · selected October 2026
The new site returns to the original look and voice: black and off-white sections, Caslon headings, the centred hero and the transformation story. It keeps the clearer navigation, verified shop details, price guides and service content developed since September.
alterego.Earlier exploration
A full brand refresh: a new lowercase wordmark, blackberry and citron, confident language and fashion-led imagery. The name and personal service stay at the heart of it.
Homepage brand concept. The fashion still life is AI-generated art direction; workshop and shop photos are from your current site. Supporting pages use the shared draft design.
Direction A (“The neighbourhood atelier”) and B (“A second life”) were reviewed in September 2026 and set aside: A moved too far from the original identity. They are described in docs/design/review-and-direction.md and remain in the project history. C is kept above for reference only.
Borrow the useful ideas. Keep Alter Ego’s own character.
For clothing-led photography, confident repair messaging and clear customer actions. Adapt the sense of possibility to a local walk-in service.
For the connection between services and individual shops. Use simple shop choices now, with a location model that can grow as the business does.
A reference to explore for giving each physical shop a sense of place. Useful for the next photography brief and location page direction.
The homepage, both shop pages and the pants guide carry the rewritten copy; the other service guides use the new design with copy still to be revised. Shop and workroom photographs and the stock images come from the existing site. Regular shop hours are checked against Google Maps; public holiday hours and policies still need a content check before launch.
These are design previews with search indexing disabled. Your current Squarespace website is unchanged. The drafts are hosted separately on Cloudflare for review.