Concept exploration

Medium Ugly. Jelas designed a concept e-commerce homepage for Medium Ugly, pairing a playful doodle world with a tidy path to shop.

Service: E-commerce website
Year: 2026
Status: Concept exploration

Screenshot of the Medium Ugly concept website: hero

Screenshot of the Medium Ugly concept website: lookbook

Screenshot of the Medium Ugly concept website: kategori

Medium Ugly: A hero with two ways in — **1. A hero with two ways in** The headline “Perfect? Not necessary.” sets the brand stance in one line. The model collage and doodles feel spontaneous, but the hierarchy stays clear. Two CTAs serve two levels of readiness. One goes straight to the collection for people ready to browse. The other opens style inspiration for people still looking. Visitors do not need to read the whole story before finding a product.

Medium Ugly: The catalog right after the hero — **2. The catalog right after the hero** Products appear right after the hero, because a store homepage should quickly show something to choose. Every card has a name, category, price, and detail link in the same place. Category filters cut down what needs scanning. On desktop, hover swaps the photo for a video of a model wearing it. On mobile, a tap button shows the same thing, so context never depends on hover.

Medium Ugly: Honest before the bag — **3. Honest before the bag** Three short questions explain reference prices, simulated sizes, and the limits of the demo bag. Visitors know exactly what they are trying, with no hint that the demo takes real orders. In a production store, the same spot can hold verified information that shapes the decision: size guide, materials, shipping, and returns.

4. A cloud that opens the brand world The two-model film starts inside a cloud shape, then grows with the scroll until it fills the screen. The same cloud appears in the doodles and the manifesto, so the motion feels like part of one visual language. Scrolling still follows normal browser behavior. Pause and skip controls are there for anyone who wants a calmer experience.

Screenshot of the Medium Ugly concept website: manifesto

Screenshot of the Medium Ugly concept website: campaign expanded

Screenshot of the Medium Ugly concept website: footer

Deliverables

Brand direction and visual system
Desktop and mobile homepage design
Bilingual copy: Indonesian and English
Catalog with filters, detail, and demo bag
Motion: opening, hover video, cloud campaign
Conversion rationale and measurement plan

Context

Medium Ugly is a casual clothing label with playful graphics. This project is an independent concept exploration, not an official website and not a commission. We turned the idea of Ugly on Purpose into a doodle world: cyan and lime, bouncing letters, photo collage, and handwritten notes. The message is simple. You can have your own style without being perfect. The homepage shows five reference products with reference prices, filters, a detail panel, size choice, and a demo bag, in Indonesian and English.

Challenge

A brand that is messy on purpose can easily become a confusing page. Doodles, collage, and motion can hide what shoppers look for most: product, price, and the next step. The challenge was to keep the character strong without losing shopping clarity. There was one more condition. As a concept, the page had to be honest. Prices are reference only, sizes are simulated, and the bag places no order, all without breaking the mood. Our rule: the decoration can be messy, the buying decision must be tidy.

Decisions

A hero with two ways in
The catalog right after the hero
Honest before the bag
A cloud that opens the brand world

Note

Concept exploration, independent and not an official Medium Ugly website or a commissioned project. Models in editorial photos and video are fictional AI-generated adults, and shopping is simulated with no real transactions.

design hypothesis, not a results claim

Why this work works

Our hypothesis: brand character and shopping clarity do not have to be a trade-off. An identity carried through color, type, language, doodles, and motion makes the page easy to remember. Alternating rhythm tells the eye when to enjoy the brand and when to compare products. A clear path from category to detail, size, and bag should shorten the distance from interest to choice. This is design reasoning, not a measured result. The impact needs testing with real funnels and experiments in a live store.

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