Overview
Timeless, Forever
Our primary goal of the redesign and replatform was to create an immersive and engaging experience that told a story—emotionally driven stories about timelessness, longevity, quality and craftmanship presented in ways that inspired new discoveries while maintaining intuitive and guided paths. Along with the full-featured ecommerce platform, we further enhanced the experience with new features like shop with friends and shareable shopping carts that promoted both larger, social interaction with friends and close, intimate shopping discoveries with a loved one.
From a design perspective, we created a strong, yet elegant, design system that dramatically elevated the aesthetic and stature of the experience. Part of this elevation included a reconceptualization of both product and lifestyle photography for a clearer, more impactful and more realistic presentation. As our relationship with Zales evolved, we then extended the design system and style guide with examples of catalog spreads, signage, email, social and tv/video creating a larger, brand-level visual design guide. On a personal note, I was also invited to participate in the rewrite of Zales’ mission and brand-purpose statements.
