About the Brand

MorAfrica is an online platform dedicated to showcasing African art and hand-carved Zimbabwean stones. With a mission to support artists and share their stories globally, the brand needed a professional digital experience to present its growing catalog and honor the work’s origin and craftsmanship.

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My Role

As the UX and Webflow designer, I led the full website experience—from structure to development:

• Designed the Webflow site layout and page structure
• Built CMS collections for artists, categories, and products
• Developed sidebar filters and category navigation
• Applied existing brand assets to a clean, accessible layout
• Integrated e-commerce functionality and cart
• Optimized UX for mobile and SEO performance
• Collaborated with founder, artist team, and photographer

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The Challenge

MorAfrica needed to transform their offline brand vision into a fully functioning digital storefront. Key needs included:

• A structured way to showcase art and stone categories
• Artist storytelling without overwhelming the buying experience
• E-commerce features that felt curated and trustworthy
• An adaptable CMS structure for scaling with new works and collections

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The Solution

• Webflow CMS & Structure - Designed a content system that houses artist bios, products, categories, and dynamic collection pages—all editable by the client.

• Sidebar Filtering System - Developed intuitive filters to browse by artist, medium (stones, paintings), and collection—making it easy for shoppers to explore.

• Responsive & Mobile-Friendly Design - Ensured the layout was elegant and legible across all devices, with clear CTAs and artist-forward storytelling.

• SEO & Analytics Setup - Optimized product metadata, page descriptions, and submitted the sitemap to Google Search Console. Installed Google Analytics for performance tracking.

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The Result

• A visually cohesive Webflow site that honors African artistry
• Increased clarity for shoppers through category filtering and artist bios
• A scalable platform prepared for growth and new product launches
• Foundations for long-term SEO success via structured CMS and optimized copy

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Key Takeaways

This project shows how Webflow can be a powerful platform for mission-driven art and cultural storytelling. By translating a meaningful product catalog into an elegant, filterable, and easy-to-manage site, MorAfrica can now grow their visibility and impact.

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