Lead Visual Designer
Photo + Video Shoots
The brand was fairly new to the market and had a collection out. It had the essentials to function in the e-commerce space with products, a website, and a cool authentic brand. As the company grew, so was the need to evolve the brand and experience. It required fresh new content that could help tell Pickwick & Weller's story and resonate with its audience.
The best way to get a sense of the brand is embodying it's style and culture. I immersed myself in researching competitors, core audience, and the brand itself. Created rapid prototypes of new website ideas and conducted user testing, which informed the design decisions on shopping habits and behaviors. The design aesthetics were inspired by the brand's effortless, cool, modern vibe—from the way the website looked and function, emails, videos, photography, styling, events, down to who we cast to help tell the brand's story.
The goal of the homepage was to sell our products, learn about who we are, and to keep an on going conversation with our social media followings. We utilize user generated content to populate our "What's Trending" section for customers who style their tee and use our hashtag on Instagram. This empowers them to be their own stylist and give awareness to the brand.
After gathering all the information from the user testing, we came up with solution that catered to our customer's shopping behaviors. We found out that they shopped by looking at style and imagined how it looked on them and then considering the price point afterwards. Pickwick & Weller designed classic silhouettes and modern silhouettes, this is how the page was categorized.
The desktop experience was flexible by design and was easily translated to a mobile experience. This was crucial for Pickwick & Weller because the core customers shop with their mobile devices. Making the two cohesive and seamless was the goal so that the user wouldn't have to learn a new process if they were on a phone or desktop.
The Early Access Webpages were designed to build up interest towards the upcoming collection. A unique story was told depending on the style of the t-shirt. It allowed the customer to relate/aspire to the lifestyle, gave descriptive details about the garment in a way people can grasp, and learned about the inspiration behind designing the specific tee. The reservation model allowed for customers made it feel exclusive for the customers who will get their orders in before anyone else.