B U I L T
About the Brand
B U I L T – Is a gear design company based in New York City’s Flatiron District. They produce fresh and innovative lunch bags, totes, baby gear and food & drink items. Its award-winning product designs are best known for its use of neoprene.
Challenge
Launch an e-commerce website that sets the stage for a recent acquisition branding strategy. Align an eclectic variety of products for a more focused buying experience.
Solution
Present neoprene as the overall hero to justify wide-ranging product categories. Because the products are similar and yet diverse in size and usage, attention to details will ensure the right purchase.
Build a homepage that educates the customer about the benefits of neoprene.
Create an extended product detail page that supports essential buying information.
Diversify the company's acquisition by creating a bold and modern look.
Result
Because of the site's refreshing boldness, a contrast to other brands in the company, the launch was internally well received. Buyers and social networks began to take note of the new look. The customer list grew by as much as 50% from the previous year. Online sales grew by as much as 30%. More importantly, distribution channels began to open up once again.
The homepage conveyed who uses the product, what material it's made of, where it's best on-the-go and when it's useful throughout the day.
The Look Book
To keep customers engaged in the brand on a regular basis, pictorial vignettes of New York were designed to showcase the product and it's usefulness.
Lifestyle focused, the Look Book Catalog was about looking first and shopping second.
Built for Mobile
Making the site mobile friendly was essential for successful growth. All the buying options on the desktop version needed to be mandatory for mobile in order to make the buying decision easier.
A simplified homepage and detailed product page ensured the mobile user was buying and not browsing.
Bold Emails
Since most of the products were similar in size and shape, emails needed to be conceptually strong in communicating the offer and the type of product without miscommunication.
Balancing promotion and product was essential in the design of the campaign.
