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VIRTUAL RETAIL CREATIVE DIRECTION PROPOSAL
CHARLES & KEITH
Proposal to re-design an existing virtual store to be more brand aligned and strengthen the opportunities for conversion.
Charles + Keith’s contract with another provider was due for renewal and and I lead the proposal for a modified and more functional virtual store with an improved spatial journey and interactive features.
MY ROLE
I led the creative of the proposal, identifying improvements to the visual design and layout of the experience, brand integration and design of new features to improve conversion and engagement.The design of the spatial layout, colours and materials had been signed off by their brand team and they wanted to stick with them so my focus was on finding a way to enhance what was already there and find ways to add more functionality.
My approach was to evaluate the space that had already been created to understand what was working and areas where I could enhance the design. Alongside this, I also researched the brand to find ways to integrate services that they offer online or in-store, and as well as their visual merchandising and brand aesthetic.
To enhance the design that was already there, I put together a moodboard that would elevate the experience into a dreamy and surreal environment, pushing the purple and grey palette with premium textures to uplift the whole experience. I wanted to make the product the centrepiece, so I combined the visual merchandising of Charles & Keith’s in-store displays and integrated it with the furnishings of the virtual environment to define a clear visual narrative for the space.
To improve the guest flow to create a more compelling experience, I created a clear floorplan for the product placement and identified new features that could be incorporated into the Coffee + Cake Bar area.