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Aquamerino
Brief : To develop an e-commerce site for the Aquamerino a brand of Merino wool fashion clothing. In doing so interpret the offline brand for use in the digital space.
Overview : An upmarket brand for an older target audience than Icebreaker and other NZ competitors, the site needed to convey elegance and luxury for the clientele as well as providing intuitive and clearly signposted navigation. The main requirement was to develop the brand and look and feel of the online offering and thus maintain consistency with printed collateral - such as labelling, swing-tags and packaging. A major omission from the offline collateral was some appropriate photography that reflected both the older audience demogaphics of the well-heeled 35 - 55 ABC1s group, and the luxury life-style of après ski, cafe culture and yachting pursuits.
Results : The site was developed using a PHP-based e-commerce system and after some exhaustive information architecture was delivered at the end of 2005. However this was using the original photgraphy which was ordinary at best, and unglamourous and poorly shot at worst. In early 2006 a shoot in Wellington was organised for the home and landing pages to augment the quality of the main brand-led photography (rather than the straightforward product shots that had been used) A series of scenarios were set up to cover the aspirant café culture, après ski and yachting. Three appropriate models were auditoned and a fashion-magazine phtographer briefed for the 1-day shoot. The resulting images were shot in cafés, ski-lodges and on a Yacht in Wellington harbour; these were used to great effect throughout the website AND were additionally used in all subsequent printed collateral and catalogues.
Credits : Art Director / Senior Designer