Working closely with Matt Percival, Creative Director of Red Route, I directed a radical re-design of the e-commerce platform for luxury leather brand Ettinger.
My approach took into account brand, design and user experience; re-imagining the entire shopping process. Product categories and taxonomy were re-structured. Every product was re-photographed. Video and editorial content was introduced. The brand story was told in a far more compelling manner. New brand elements, such as patterns and a new typeface, were introduced.
The result celebrates Ettinger's heritage whilst also carefully re-positioning the brand as modern, relevant and far more desirable, elevating it far beyond the client's own vision and expectations.
Art Direction, User Experience, E-Commerce Advisory, Responsive Website Design