What it isNt: Fashion for Street Culture and Art

What it isNt
A fashion brand
representing street culture &
street art

"What it isNt" means: "It may not be what you expect, but try to appreciate it". It marks a major step forward for Mark Gonzales and “street culture” around the world. So, coming to Vietnam, What it isNt wants to create a space where everyone can confidently express themselves through a concept that celebrates being different.

1 of 12,000 clients
of

Industry

Fashion

Service type

Company profile website

Years

2024

Crew

5 people

Try it now

Product showcase website
with “unusual” quality

What it isNt committed to products that meet quality standards while also upholding environmental values and community standards. So, they partnered with MONA Media on a product showcase website design project to promote the brand and reach every customer group in Vietnam.

Explore What it isNt here >>

A responsive-standard website
that works on every device!

MONA designed a responsive website so the layout looks professional and highly aesthetic with content that scales properly on every device. It also makes page navigation effective, sustains the experience and retains customers.

What it isNt - Fashion representing street culture and street art

A structured website design process
produces the best possible product

Project research

MONA's solution

UI/UX design

Project results

Client review

What it isNt is increasingly
making its own mark
through many collections

Our goal was to create a website with:

Using 2 languages, English and Vietnamese, to reach more customers
Presenting a unique, unusual way ofdisplaying products
Optimising the search bar, shopping cart and detailed product information

Helping What it isNt get closer to Vietnamese customers:

Highlighting its “unusual” quality
Persuading customers by using quality images with clear messages and real evidence

Experience part 1
designed

Company profile website
unique & eye-catching

Fully optimised search and add-to-cart features
Eye-catching effects, product images from multiple angles
Making the brand stand out with a modern approach

Featured technology

Website structure

Website design concept

Building the design system

Optimizing the user experience

Reaching customers in Vietnam

What it isNt wants to bring its unusual brand message and unusual quality to many generations in Vietnam.

FONT
IMAGERY

The striking Denim INK font stands out on a yellow background and leaves a lasting impression on visitors.

MULTILINGUAL
FEATURE

The website uses 2 languages, English – Vietnamese, to reach every customer group in Vietnam.

DETAILED PRODUCT
INFORMATION

Once customers find a product they like, they can view detailed product information including material, origin, concept, size, fit,…

Building a website sitemap
to impress customers

MONA worked closely with What it isNt to build a sitemap system that is methodical and that both gives visitors to their promotional site a rich digital experience and conveys the values and message that What it isNt wants to share.

Highlighting
products

Our goal was to design a website that highlights what makes What it isNt different. To achieve this, MONA had to identify what creates that difference and then decide the most effective way to present the product layout to visitors so it stands out and stays memorable.

Building the system
detailed website design

An interface with unusually large type, a yellow background and an unconventional layout to show the uniqueness of the presentation and the quality of each product. In addition, MONA built a standard, well-structured website design system so visitors can recognise the brand easily and navigate the site with ease.

Heading 1

Bold 80px

Denim INK

Heading 2

Bold 30px

Denim INK, sans-serif

Body text

Bold 14px

Denim INK, sans-serif

#ffffff

#000000

#fff32e

#f0eff4

UI Design

We developed key metaphors that fit the brand message. From there we planned where to invest to create an interface that feels unique to users.

Project evaluation based on MONA's own measurements and client feedback

0.5s

Loading speed

Before

N/A

0.5s

SEO-ready

Before

N/A

85%

Satisfaction

Before

N/A

100%

The website design project for What it isNt was completed in a coherent, efficient way. From concept to development and finishing, we carried out every step carefully to make sure the final product would meet the client's expectations. We hope it helps What it isNt make its mark with Vietnamese customers.