Featured project: Carhartt Work in Progress

  • Info:

    Lead designer for the new global Ecommerce website from pitch to live. Working closely with the head of design in Berlin to create a user-centered site that fits with the brand’s cool, design-led output.

  • Role: Lead designer and art director
  • Components included: User experience, visual design and art direction.
  • Made at: Nation Studio
  • Visit site: http://www.carhartt-wip.com
  • Carhartt Work in Progress

A flexible homepage intro section was created for ease of use with varied asset types. This then flowed into the ‘full’ homepage seen below.

  • Carhartt Work in Progress

The ‘full’ homepage design allows the team to create an ever-changing layout, tailoring product sections for new drops and seasons, sales banners and varying promo panels for everything new with Carhartt WIP.

  • Carhartt Work in Progress

Creating a fully responsive site was a big item on the agenda, allowing people to order across platforms with ease and speed (and speaking as a fan it was great to update the site from its fixed-width nightmare).

  • Carhartt Work in Progress
  • Carhartt Work in Progress

Detail pages were given a big overhaul with large asset photography and illustrative size guides to provide the user with a better understanding of product fits and sizing.

  • Carhartt Work in Progress
  • Carhartt Work in Progress

Search was designed as a full overlay, allowing the user to easily find and browse products by colour or type.

  • Carhartt Work in Progress

Following on from the search overlay we developed a simple login/create account overlay. Which prompted this feedback from my toughest critic.

  • Carhartt Work in Progress
  • Carhartt Work in Progress
  • Carhartt Work in Progress
  • Carhartt Work in Progress
  • Carhartt Work in Progress
  • Carhartt Work in Progress
  • Carhartt Work in Progress

Lookbooks were made to be as flexible as possible for the team, with optional custom colour backgrounds and a wide variety of image placement and size types. Creating an arsenal of options for them to make each collection unique.

 

In addition to this I designed a ‘shop the look’ section that would open up and give the user the ability to buy items directly from the lookbook when clicking on an image.

  • Carhartt Work in Progress
  • Carhartt Work in Progress
  • Carhartt Work in Progress
  • Carhartt Work in Progress

Shop pages were made to give the user everything they needed in order to find the stores easily. With a google maps integration, links to all the relevant contact information and a range of photos to help them familiarise themselves with the store before arrival.

  • Carhartt Work in Progress
  • Carhartt Work in Progress

Extensive style guides were also produced to ensure the site was to be as aesthetically consistent as possible during the development and asset creation stages of the project.

  • Carhartt Work in Progress