The Challenge
Creative leadership tasked me with translating new brand guidelines across the entire site.
Our Approach
My role as team lead was to guide an international team all while ensuring we delivered a high quality actionable solution. Here is the process we followed:
Exploration and Iteration: We explored several options for incorporating the new photography style, iterating through multiple rounds of design.
Continuous Stakeholder Alignment: We maintained frequent check-ins with stakeholders, ensuring our evolving designs met business objectives and creative vision.
User-Centered Validation: Crucially, each iteration was subjected to customer feedback through a combination of user interviews and online user testing. This direct input was invaluable in understanding how the new photography impacted user perception and navigation.
We went through several rounds trying to capture a system that could work for multiple product categories, and multiple page templates.
A diagram was created to help break down each page template, and what type of image should be used in each section.
The Outcome
The culmination of this project was a series of comprehensive Confluence documents. These detailed guidelines outlined precisely how each of our various page types should be set up, specifying the appropriate photo styles for every section of every page.
Furthermore, we created supplemental guidelines for photography. These provided specific considerations for our photographers when shooting for numerous smaller page zones that had not historically featured lifestyle imagery. This ensured consistency in style and quality.
This systematic approach not only successfully introduced a more engaging photography style but also established a scalable framework that empowers teams to maintain a cohesive and inspiring visual experience for our customers.
Proof of concept mockups
Confluence documentation helps ensure all designers can create consistent pages across the site.
