01: History of the Brand
The goal was to solidify the Brooklyn Circus presence in the digital marketplace and organically grow its consumer base, so I delved into the brand's history to pull out a common thread.
02: MOOD BOARD
A mood board helps identify a key photographic style for a brand. These images accurately represent the Brooklyn Circus brand.
What does the editorial voice of the Brooklyn Circus sound like? I interviewed the brand's founder to find out, created an outline of key facts, and identified 3 storylines to explore.
03: EDITORIAL WRITEUP
BEHIND THE BRAND
Personified the brand ethos and moral code. Founded a decade ago, the BKc weaves together storytelling, history and fashion.
THE 100-YEAR PLAN
Rewriting history through experience, while maintaining its iconic status in the now, charting it's growth in the future.
THE GLOBAL VILLAGE
Explore the personas of the BKc, a clothing company that fosters creativity through artistic endeavors and collaboration.
04: Competitive Research
This is a key aspect of any site redesign. This helped identify the need to strike a balance between content + commerce.
05: BRAND DESIGN CONCEPTS
I then devised 3 visual styles to best serve the client's needs, which accurately fit the client brief and overall requirements.
06: UX/UI - SITE MAP
Next up was the UX/UI phase. First I created a site map that would act as our playbook throughout the website redesign process.
07: UX/UI - WIREFRAMES
I then created wireframes of each web page to inform the final site design. The categories were as follows:
HOMEPAGE - BEHIND THE BRAND - FEATURES - SHOP - STORES
08: DESIGN COMPS
MINIMAL + MODERN
The final layout for the new Brooklyn Circus website.
Shifting gears, we moved on to editorial and still life photography.
09: FALL PHOTOSHOOT
The concept for the first shoot was RECLAIM BROOKLYN. I selected locations that personify the brand's namesake and we got to work. Mood board above, final images below.
10: HOLIDAY PHOTOSHOOT
The concept for the Holiday shoot was SIMPLIFY: utilize minimal architectural backdrops and showcase product. Mood board above, final images below.
11: E-COMMERCE PHOTOGRAPHY
After campaign photography, we moved on to still life and head-to-toe looks. Mood board above, final images below.
12: FALL WEBSITE UPDATE
I devised monthly site updates, editorial features, marketing campaigns, and product launches.
13. HOLIDAY WEBSITE UPDATE
Site updates for the Holiday season, complete with content updates, image refresh, holiday events, and promotional messaging.