Now a recognised high street brand, H. Samuel, the home of thoughtful gifting, wanted to remind customers of who they are.
The design team worked tremendously hard and produced a brilliant set of guidelines, from the core brand ingredients such as primary and secondary logos to the tone of voice and brand manifesto.
I was drafted in to review the website, identify inconsistencies and bring it inline with industry standards - then work with the team to develop a design system, to save design and development time.
I also helped in developing the overall brand guidelines, building them into the design system, so client-side digital designers were able to roll them out.
A large proportion of the project was to review the website, audit and catalogue the inconsistencies such as heading sizes, font family decisions, and build a suite of components for use across the website.
We looked at all button states - primary, second, input fields, radio buttons, checkboxes and dropdowns. There was a larger rebranding brief at play with our design team effectively; being privy to this work as it developed. I was able to merge this offline work across onto the website.
There were three different badge designs letting users know if the product was on sale, new, exclusive or OOS. They were in various positions on the thumbnail image, in different font styles and colours.
Users didn’t know where to look on each card to get this information at a glance. So if a badge was displayed, we put it in a fixed position on every card. Some would vary in colour but only subtly, as we wanted more emphasis on the text.
The second stage of this brief was to stress test the designs. Make sure they were actually feasible and could be introduced to the website. The client had already conducted user research over the past year and made certain updates to the website - I had to ensure those updates remained in place.
Each brand had their own page on the website for engagement and SEO. We needed to ensure they were able to use the new brand assets and have total flexibility on style. We built in the option to either select a product in isolation, mount it on one of the brand devices, or go with a lifestyle image.
Got any questions or a new project in mind? Drop me a line.
