The scale of our hustle
Scope of Work
After collaborating on several targeted projects, the young and ambitious company FYOOCHA returned to us with a major new challenge: design a multi-page corporate website with a well-thought-out architecture, seamless user interface, distinctive visual style, and creative copy—built with the scalability to evolve into a full-fledged B2B portal.
The Challenges
The challenge was twofold: create an intuitive, user-friendly interface while preserving FYOOCHA’s distinct charisma and brand archetype.
The company made a bold entrance into the consumer electronics distribution market, setting itself apart through fearless communication, a distinctive tone of voice, and an expressive visual identity. Preserving this authentic edge in the web experience was essential for the client.
By pairing expressive digital design with the brand’s signature slang, we successfully translated FYOOCHA’s vibrant energy into the digital space—delivering a website that isn’t just effortless to navigate, but genuinely speaks the language of the brand.
Results
Project Stages
Stage 1:
Analysis & UX Research
- Competitor Analysis: Evaluating design and functionality across industry benchmarks.
- User Flow Mapping: Optimizing user interaction to ensure an intuitive and seamless UI/UX experience.
- Iteration: Collaborative review sessions and feedback implementation.
- Sign-off: Final approval of the refined User Flow.
Stage 2:
5-Page Website Prototyping (UX)
- High-Fidelity Wireframing: Developing detailed structural wireframes based on the approved User Flow:
- Homepage (site-wide navigation: Menu, Header, Footer)
- Product Page
- Services
- Careers at Fyoocha
- News
- Interactive Prototype: Building a clickable prototype to test user logic and interactions.
Stage 3:
Design Concept Development (UI)
- Concept: Designing homepage visual concepts (presented in 2 distinct options).
- Iteration: Feedback review sessions and incorporating client revisions.
- Sign-off: Approval of the selected visual concept.
Stage 4:
Full UI Design & Systematization
- Systematization: Creating a unified component library (UI Kit).
- Page Design: Full visual design for all website pages:
- Product Page
- Services
- Careers at Fyoocha
- News
- Responsiveness: Designing adaptive layouts across all devices (tablet, mobile).
- Sign-off: Final review, refinement, and client approval of the complete website design.
Stage 5:
Preparing Design for Development
- Alignment Sync: Joint meeting with the development team to present and clarify the website logic and core concept.
- Handoff: Preparing design assets, specs, and handing over production-ready files to the developers.
Stage 6:
Text Content Creation
- Briefing: Analyzing the brand’s Tone of Voice and client requirements for key page and section messaging.
- Content Architecture: Crafting a clear, readable information structure.
- Copywriting: Writing impactful headlines, subheadings, and core body copy.
- SEO & Metadata: Integrating relevant keywords and writing meta tags (Title, Description) where required.
- CTAs & Microcopy: Crafting high-converting call-to-action microcopy (e.g., “Submit Request”, “Call Us”).
- Editing & Proofreading:
- Thorough checks for spelling, grammar, and punctuation accuracy.
- Polishing tone, rhythm, and overall readability.
- Design Review: Aligning final copy with visual layouts to ensure balanced composition.
- Sign-off: Packaging and handing over bilingual text assets to developers (Ukrainian & English versions).
Stage 7:
Motion Design
Promo: Producing a dynamic motion promo video showcasing the new website for the internal team and key partners.
The project team: Art Director, UX/UI Designer, and Copywriter at Karakuli Agency.
FYOOCHA
We loved how the Karakuli team approached this project. You could immediately tell they weren’t just completing tasks—they genuinely immersed themselves in our brand, felt its character, and cared just as much as we did about getting the best possible result. We went through multiple rounds of discussions and iterations, fine-tuning every single detail, but it was precisely this level of dedication that allowed us to build a website that truly channels our brand, FYOOCHA.
The website has been live for a year now. Since launch, we’ve expanded and refined a lot, but the initial groundwork became a rock-solid foundation for future updates and scaling.
At the end of the day, we’re all hyped about how it turned out. The site looks, sounds, and feels uniquely ours. Nobody else has anything like it.
Ella Bozhko
Project Copywriter
You couldn’t write the copy for FYOOCHA’s website just by following brand guidelines or cookie-cutter templates. A Tone of Voice like this doesn’t live on paper—it lives in the team itself. That’s why we spent so much time communicating throughout the project. I carefully processed every comment and piece of feedback, refining the copy until it sounded genuinely FYOOCHA. For a brief moment, I became a true insider among the Fyoochers It was a challenging yet genuinely creative project that demanded full immersion—and it will definitely remain one of my personal favorites.
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