Banana Republic
Objective
When Banana Republic wanted to supplement their in-house creative team, they invited PERSONE to come on-site and work with their design team and create fashionable HTML email promotions, dynamic, hip mini-site designs for their seasonal product line, and engaging landing pages for their current clothing features.
Banana Republic gave a lot of freedom to push the envelope design-wise, with a variety of innovative user-interface and navigation options. They were extremely focused on evolving their brand, so within well-defined parameters, there was also a thirst for fresh ideas and new perspectives.
Approach
The HTML email designs incorporated seasonally-focused messaging and a selection of related photos which we prepared with a promotional offer for the email list. PERSONE also created several micro-site designs for use as seasonal landing pages and more fully-developed featured product mini-sites. These were optimized and presented for review.
In addition, we created several landing pages for each of their clothing types, using a standardized space on the product landing pages for the banner-like image header and title graphics. These paired close-up and distance photos of each item of clothing, which we wanted to include so the users could really get a sense of detail and an idea of the quality put into these clothes as well as a sense of perspective on how to wear the garment and what it looks like on a real body.
Summary
Seasonal & Product Landing Pages
Our team brought an independent, fashion-conscious aesthetic to the team with an edgy urban sensibility. Because we work with other brands and other industries, our work was fresh and unbiased by brand doctrine or industry standards. We used aspects of street fashion with haute couture branding to create a unique bohemian look to the line's seasonal promotions.
Working onsite with Banana Republic's designers, brand managers, art directors and creative director reinforced the importance of the many perspectives and considerations devoted to major brand operations.