Building a Brand.
Building a Business.
A new ecommerce business was brought to life within the Hanes ecosystem, offering custom apparel design.
Our multidiscipline project team worked with the Hanes business, marketing, and technology teams plus all external partners from day one. We started and completed this engagement as one integrated team at the enterprise level.
We represented the user and contributed ecommerce expertise throughout an intensive discovery process that began with numerous stakeholder workshops. Business, marketing, and technology project requirements were established to help guide the project forward.
Our project management team then took an agile approach working alongside four key stakeholder groups to create a sprint plan. We worked through 20 two-week sprints to complete the UX design, visual design, UI design, and front-end development for the project.Learn More about Our Process Download Case Story as a PDF
5 Integrated Teams
192 Page Mockups
24 Trigger Emails
70 Marketing Emails
Based on audience research and positioning exercises, our branding task was clear. Create a brand that conveys creativity, fun, and simplicity.
We developed a color palette, photographic style, typography, and voice guide for the brand. These were used to create the copy, visuals, and UI design for the entire ecommerce experience and supporting brand materials.
The design team also proposed a fresh, new logo that conveys the creative potential of the service.
To ensure we were designing an optimal user experience, we user tested competitor sites. This allowed us to identify pain points that we could remedy to make a superior experience.
Our UX Designers created detailed documentation to keep all involved teams aligned, cataloging each business, user, and technical requirement for the team’s reference. Interactive wireframes were created to ensure cross-team alignment around all proposed designs and functionality. We also created the functional and user-centric acceptance criteria that were used for testing.
In order to comply with WCAG level AA guidelines, we filtered every design and development decision through stringent accessibility criteria. Since a number of out-of-the-box modules from the platform were not compliant, we provided recommendations that met the accessibility guidelines.
Along with the brand voice guide, we also create a tone guide for the HanesInk marketing team. The tone guide instructs writers how to create branded copy for different situations based on the customer’s feelings and mindset. For example, though the overall tone of HanesInk is fun, it would be inappropriate to be lighthearted when bad news (an out-of-stock item) or an error message is presented to a customer.
During the design phase we used a happy, smiling face as a placeholder for t-shirt designs. It symbolized the great creative images that would one day be printable on custom tees. When we wanted to make the brand more approachable, to give it a face, our smiley “Hans” seemed perfect. He represents the endless creative possibilities customers have to express their own style and passions using HanesInk.
To further connect the digital and physical customer experience, we also advised and designed the packing materials that would be included with each order. The materials included stickers of “Hans” each with a unique design to give customers an extra bit of collectible fun.
After the launch of the website, Elevate continued collaboration with the HanesInk team. We designed emails, sales presentations, social graphics, and event materials to support the brand.