613Flea

At the time of the redesign, 613Flea already had a strong local presence, but its website and branding did not fully reflect the energy of the market. The visual identity was inconsistent, visitor information lacked a clear structure, and there was little opportunity to discover vendors before attending.

Existing Website

The current website contains important market and vendor information, but much of it is spread across text-heavy pages with limited visual hierarchy or ways to explore the market.

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Tools used: FigJam · Figma

Research focused on understanding 613Flea’s brand, audience, competitors, and the gaps in the current website.

Creative Brief

A detailed creative brief was created to define the audience, brand direction, project goals, and website needs. I designed the final brief document used to organize and present the research.

Key priorities from the brief

Competitive Review

A competitor review looked at how other marketplaces handled event information, vendor discovery, branding, and visitor planning.

Nextdoor Ottawa

What works

A dedicated events calendar makes upcoming events visible.

Gap / opportunity

The site lacks a year-round vendor directory.

Stittsville’s Carp Road Flea Market

What works

Website text is easy to read.

Gap / opportunity

Visitors cannot search for a specific vendor.

Aberfoyle Antique Market

What works

The market is positioned as a full day-trip experience, giving visitors a clear sense of what to expect.

Gap / opportunity

The visual design feels more like a tourism brochure than a modern retail experience.

What This Pointed To

Together, the brief and competitor review highlighted three areas to focus on in the redesign.

Audience Focus

The redesign also needed to work for three practical groups: people discovering the market, vendors looking to participate, and visitors planning their first trip.

The audience needs identified during research were translated into three design responses that shaped the redesign.

Tools used: FigJam · Figma

The website was organized around five core areas: Home [1.0], Event Calendar [2.0], Vendor Directory [3.0], Become a Vendor [4.0], and Visitor Info [5.0].

This keeps visitor planning and vendor discovery close to the homepage while giving vendors a clear path to application information.

Tool used: Figma

Low-fidelity wireframes were used to translate the sitemap into responsive desktop and mobile layouts, focusing on hierarchy and access to the information identified during research.

Low-Fidelity Wireframes

Tools used: Adobe Illustrator · Photoshop · Figma

The visual direction kept 613Flea’s playful, local character while making the brand more consistent, flexible, and easier to use across digital and physical touchpoints.

Logo Evolution

The logo development moved from the existing handmade mark into a more flexible visual system. Each stage helped clarify how the brand could feel playful and market-friendly while becoming more scalable for responsive digital use.

Old / Current Logo

Existing Logo

The original logo had a handmade, local-market feel that matched 613Flea’s community personality. However, it was harder to scale across website layouts, signage, social media, and vendor materials because the mark was more image-based and less flexible as a brand system.

Version 1 Logo

Early Badge Direction

This version explored a circular badge style to reflect the vintage and handmade feel of the market. It felt warm and market-friendly, but the detailed stitched edge and compact layout made it less flexible at smaller sizes or in responsive digital spaces.

Chosen Direction

Final Version Logo

Final Logo System

The final logo kept the playful flea market character while improving readability and flexibility. The larger 613 strengthens recognition, while the tag-style Flea adds a marketplace feel without making the mark too busy. This direction works better across web, social, print, signage, and event materials.

Logo Variations

After choosing the final logo direction, I created supporting variations so the identity could stay consistent across different use cases, including dark backgrounds, social posts, event materials, vendor tags, and compact badge placements.

Dark Version

Dark Background Version

This version keeps the logo usable on dark layouts, posters, social graphics, and high-contrast promotional materials.

Badge Version

Badge / Stamp Version

The badge variation gives the brand a compact mark that can work for stickers, vendor tags, social icons, merch, and event materials.

Logo Usage

Basic usage guidelines were created to keep the logo consistent across different sizes, backgrounds, and applications.

Moodboard

The moodboard combined vintage market character with a cleaner, more contemporary visual style, using playful imagery, warm colour, and casual lifestyle references.

Colour Palette

Typography

Tropical Magic adds the playful, vintage character of the market, while Helvetica keeps longer information clear and easy to read.

Tool used: Figma

The final redesign brings event discovery, vendor participation, and visit planning into a clearer, more cohesive experience across mobile and desktop.

Tool used: Maze

The prototype was tested in Maze across two rounds. Round 1 included 12 participants, and 16 participants completed Round 2 after the design was updated. Three tasks focused on event information, vendor discovery, and the vendor application process.

Tools used: Maze · Figma

Testing highlighted two areas that needed improvement. The design was updated and tested again.

ISSUE 01

Event information was easy to miss

Participants could find the market information, but some took too long to notice it. The date and location were moved into the hero, improving task success from 75% to 100%.

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ISSUE 02

Vendor cards did not clearly look interactive

Some participants were unsure whether the vendor images could be clicked. Clearer View Vendor buttons were added, improving vendor discovery from 75% to 95%.

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The final redesign concept gave 613Flea a clearer visual identity and more direct paths to event information, vendor discovery, and visit planning. Across two rounds of Maze testing, event information improved from 75% to 100% task success, while vendor discovery improved from 75% to 95%. The vendor application task reached 100% completion.

Future Opportunities