The document provides a project report for redesigning the Hustling Co website. It includes a project brief with objectives and target launch date. It analyzes the target audience, competitors, and current site features. The report recommends a new design with modern look and feel, additional functionality like a blog, and a content strategy with publishing schedules. Diagrams include a site map and wireframe of the proposed new website layout and pages.

1. Project Report Page 1 of 11
Project Brief & Information
Architecture Report
For: Hustling Co
https://hustlingco.com
Prepared On: April 1, 2019
Prepared By: J.L. Basbas
Email: jobaybee@gmail.com
Phone: 910.546.6801

2. Project Report Page 2 of 11
Contents
Project Brief ...................................................................................................................................................3
Executive Summary ...................................................................................................................................3
Objectives..................................................................................................................................................3
Target Launch Date ...................................................................................................................................3
Target Audience.............................................................................................................................................4
Primary Audiences.....................................................................................................................................4
Competitive Analysis......................................................................................................................................5
Main Competitors......................................................................................................................................5
Competitive Advantage.............................................................................................................................5
Current Site Review .......................................................................................................................................6
Perception .................................................................................................................................................6
Positive Features .......................................................................................................................................6
Areas for Improvement.............................................................................................................................6
Current Content Inventory........................................................................................................................7
New Design & Functionality ..........................................................................................................................8
Look & Feel................................................................................................................................................8
Functionality..............................................................................................................................................8
Usage.........................................................................................................................................................8
Content Strategy............................................................................................................................................9
Content Outline.........................................................................................................................................9
Content Publishing Schedule.....................................................................................................................9
Site Map Diagram....................................................................................................................................10
Wireframe ...............................................................................................................................................11

3. Project Report Page 3 of 11
Project Brief
Executive Summary
Hustling Co is a streetwear clothing company based out of Eastern North Carolina. With a
strong focus of “People Over Practice” at their core, the brand creates unique pieces of clothing
apparel and accessories intended to inspire the “hustle” within their consumers. Founded by
Gregory Brown, Hustling Co has outgrown their Facebook page and has since launched own
website on https://hustlingco.com.
Objectives
1. Create a more visually inspiring website.
2. Increase consumer traffic.
3. Increase sharing activity throughout social media platforms.
Target Launch Date
Hustling Co would like to launch the new website within 2 months to coincide with their summer
apparel marketing campaign.

4. Project Report Page 4 of 11
Target Audience
Primary Audiences
The primary audiences for Hustling Co are:
1. Up-and-Coming Entrepreneurs:
a. They are looking for a bit of inspiration from other dreamers.
b. When visiting the site, they want to become part of a growing community that
aims to inspire others to never give up in the pursuit of their hopes and dreams.
2. Today’s Youth:
a. They are looking for understanding in their struggle to choose a career path.
b. When visiting the site, they want to view fashion forward products that align
with their “hustle” in life.

5. Project Report Page 5 of 11
Competitive Analysis
Main Competitors
The main competitors of Hustling Co are:
1. CHNGE - https://chnge.com
a. Strengths: CHNGE has a strong online presence and is known for their ethical
practices among their online community.
b. Weaknesses: CHNGE’s website features a simple layout. It is difficult to decipher
between the headings and subheadings as the fonts used are limited.
2. NOAH - https://noahny.com
a. Strengths: NOAH was founded by the former creative director of Supreme, Brendon
Babenzien. The brand has in-store locations within the U.S. and overseas, expanding
their consumer reach beyond their online community.
b. Weaknesses: NOAH’s website is easy to navigate but features small fonts, making
much of their contents difficult to read.
Competitive Advantage
1. Geared towards an ever-evolving community of dreamers.
2. Fairly new to the marketing industry which presents the opportunity for the brand to
make their consumers feel as though they are part of Hustling Co’s journey.
3. A creative platform meant to inspire others.

6. Project Report Page 6 of 11
Current Site Review
Perception
Hustling Co’s current website is minimalistic, professional and inviting.
Positive Features
1. Hustling Co’s website is minimalistic in its appearance, making their message of
“inspiring the hustle in others” easy to decipher.
2. The content within their website gives off a warm and inviting vibe.
Areas for Improvement
1. Needs more content to help encourage the engagement of their consumers, such as a
blog or comment section. The lack of content could be due to the young age of Hustling
Co as they have not been active online until recently.
2. Needs a section that features testimonials and consumer reviews to help solidify the
authenticity of Hustling Co.

7. Project Report Page 7 of 11
Current Content Inventory
Page Title Description of Content
Home Welcome message; FREE shipping on domestic
orders; search bar; display of cart and
checkout; featured collection with prices;
website navigation located on left; description
of what Hustling Co is; list of compatible
payment options.
Catalog Welcome message; FREE shipping on domestic
orders; search bar; display of cart and
checkout; list of current products with prices
(alphabetically arranged); website navigation
on left; list of compatible payment options.
Instagram The link connected to the icon is broken and
leads to a page that is unavailable.
Cart/Checkout Welcome message; FREE shipping on domestic
orders; search bar; display of items in cart;
website navigation located on left; list of
compatible payment options.

8. Project Report Page 8 of 11
New Design & Functionality
Look & Feel
The final redesign of Hustling Co’s website should appear modern, memorable and trustworthy.
Consumers should feel welcome to the emerging online community of others who aim to do
more and do better in life. They should feel like family. The new website should be unique unto
its own and leave a lasting impression on their visitors.
Functionality
1. Contact Page
2. About Page
3. Blog
4. CMS (WordPress)
5. Option for consumers to leave reviews, comments and testimonials.
Usage
1. Mobile phone
2. Tablet
3. Web browser

9. Project Report 9 of 11
Content Strategy
Content Outline
Description of Content Type of Content
Contact information Text with links to Hustling Co’s forms of
contact (i.e. email, phone number).
Social media accounts Text with links to Hustling Co’s social media
accounts (i.e. Instagram, Facebook).
Product reviews Section with optional text box for consumers to
leave reviews on products purchased; 5-star rating
scale to show viewers a visual representation of
customer satisfaction for each individual product.
Client testimonials Section with optional text box for consumers to
leave feedback regarding the brand and their
customer service.
Blog Page where Hustling Co can post relevant content
in relation to their mission to inspire the “hustle”
within their consumers; text with link for viewers
to share content via social media platforms.
Content Publishing Schedule
Daily:
1. Review and reply to any blog comments and customer feedback.
2. Address any concerns from consumers sent via email or other contact method.

10. Project Report Page 10 of 11
Weekly:
1. 2-3 motivational posts on social media accounts relevant to inspiring the “hustle” within
others with links to Hustling Co’s website.
2. 1-2 blog posts on website.
Monthly:
1. Email newsletter.
2. Limited-time promotions for new consumers.
3. Motivational post on social media accounts with an open-ended topic as the caption to
generate buzz among their online community.
Quarterly:
1. Update to website to address any functionality issues.
2. Post on social media accounts thanking their growing fan base.
Yearly:
1. Featured blog post detailing Hustling Co’s journey and milestones throughout the year.
Site Map Diagram

11. Project Report Page 11 of 11
Wireframe