What it isNt: Fashion for Street Culture and Art

What it isNt
A premium fashion
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 for “street culture” around the world. In Vietnam, What it isNt wants to create a space where everyone can express themselves with confidence, built around 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 fully responsive website
that works on every device

MONA designed a responsive website with a professional, polished layout and content that adapts to every device. It also makes the site easy to navigate, keeping visitors engaged and coming back.

What it isNt - Fashion representing street culture and street art

A structured website design process
leads to the best possible result

Project research

MONA's solution

UI/UX design

Project results

Client review

What it isNt keeps
making its own mark
with each new collection

Our goal was to create a website with:

Bilingual in English and Vietnamese to reach more customers
A unique, unconventional wayof displaying products
Optimized search bar, shopping cart and detailed product information

Bringing What it isNt closer to Vietnamese customers:

Highlighting its “unusual” quality
Winning customers over with high-quality images, clear messages and real proof

Experience part 1
designed

Company profile website
unique & eye-catching

Fully optimized 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 share its unconventional brand message and quality with every generation in Vietnam.

FONT
IMAGERY

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

FEATURE
MULTILINGUAL

The website is bilingual (English and 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 well-planned sitemap that gives visitors to the promotional site a rich digital experience and conveys the values and message that What it isNt wants to share.

Putting the
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 products to visitors so they stand out and stay memorable.

Building a detailed
website design system

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 clear, well-structured design system so visitors can easily recognize the brand and find their way around the site.

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 ran smoothly and efficiently. From concept to development and finishing, we handled every step carefully to make sure the final product met the client's expectations. We hope it helps What it isNt make its mark with Vietnamese customers.