Safomasi | Square Radius

On a mission to create illustrative novelty hand printed home textiles and accessories, Safomasi is inspired by their travels to different parts of the world.


Square had a well defined and measurable problem to solve, thanks to user data; decrease cart drop off to increase sales + international mechanics. Safomasi is an established brand that is authentic and successful. Any concepts and style guides were expected to respectfully evolve their already established image while supporting insights that demanded an improved mobile presence.


Square developed responsive templates that improved the path to purchase and prioritized the experience on mobile. A framework that supported these goals without sacrificing the needs of content.


User Experience (UX)
Customer Experience (CX)
Information Architecture (IA)
User Interface Design
Responsive Design
Purchase Flow Development
Digital Style Guide
Acceptance Testing
CMS ( Content Management System )
Live Journal


Best Bedding', ELLE Deco International Design Awards (India), 2013