Case Study 03

Parhantech

Turning a raw commercial brief into a clearer, more structured, brand-aligned website.

Greenfield project Responsive web UX/UI Brand-aligned direction

Overview

Parhantech was not a simple redesign of a mature website. It was a greenfield commercial web project where the brief was still raw, the client did not yet have a clear product or site direction, and the work had to move from ambiguity toward a structured, usable, and visually coherent outcome.

Context

The challenge was bigger than building pages. The site needed to communicate what the business offered, help users understand where to start, and create a more credible digital presence. At the same time, the visual tone had to align with the parent holding’s black-and-gold brand language without becoming heavy or confusing.

The problem

At the start, the client’s request was essentially: “build us a website.” There was no strong existing product structure, no sufficiently defined brief, and no clear decision on what users needed to understand first. The project needed structure, direction, and a clearer visual and content hierarchy before execution could become effective.

Role

Atena worked at the intersection of raw client needs, UX structure, and interface direction. She helped turn an undefined request into a more buildable website scope, contributed to page structure and UI clarity, and influenced brand-aligned visual decisions — including layout tone, color direction, and early logo ideas, without being the final logo designer.

What Atena contributed

Helped shape the initial website structure from a highly open and still-undefined brief
Clarified key page priorities and the order in which users should understand content
Improved UI quality through attention to typography, spacing, hierarchy, and readability
Supported more reliable responsive behavior across desktop and mobile contexts
Contributed to visual direction so the website felt more aligned with the parent holding’s brand tone
Helped move the project from a vague request toward a more coherent and executable scope

What mattered in this work

Turning a vague request into a clearer website direction

This case is strongest when framed around what it had to solve: an undefined brief, early brand direction, and the need to shape a commercially usable website from almost nothing.

From ambiguity to structureThe real challenge was not decoration. It was defining what the website needed to be before it could be built well.

Brand-aligned visual interpretationThe interface needed to feel commercially credible and aligned with the holding’s tone without becoming heavy or confusing.

Responsive clarity over decorative noiseThe website had to stay understandable across devices instead of collapsing into a generic marketing layout.

Selected screens

Commercial clarity across hero, catalog, and product entry points

These captures show the project as a working commercial website rather than a conceptual layout: high-visibility promotions, product discovery, and a denser catalog interface that still needed to stay readable.

Parhantech home view showing hero banner and product listing — Full-page view showing the promotional hero, top navigation, and product-grid entry point.

Closer crop from Parhantech showing the product list and content density — Closer crop showing the denser product surface where hierarchy, spacing, and scanning become especially important.

Outcome

The project moved from a vague client request toward a clearer, more structured website direction. The resulting experience was more readable, more consistent, and better aligned with both user understanding and brand expectations.

Reflection

Parhantech shows that some projects do not begin with a clean brief — they begin with uncertainty. In those cases, strong UX work means turning ambiguity into structure, decisions, and a direction that others can actually build on.

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