Encircled | Strategize brand strategy and redesign website homepage
ROLE
SERVICE
TOOLS
Overview: Revamp the homepage to effectively communicate unique value proposition
Encircled, a slow fashion brand discovered on a job board, deeply resonated with my values of sustainability and timeless fashion.
However, my initial experience navigating their website left me feeling lost, struggling to grasp what set them apart and justified the higher price point.
To address this, I took the initiative to embark on this conceptual project. The goal was to develop a brand strategy and revamp the homepage to effectively communicate Encircled's unique value proposition and resonate with the target audience.
Objective: Reinforcing the unique value of Encircled to address audience's concerns on the homepage
Based on the research, the identified problem is that people appreciate slow fashion but the price leaves them hesitant.
Therefore, the revamp is aimed at reinforcing the value of Encircled and allow the target audience to identify it quickly on the website homepage.
My Approach
- Comprehensive Research: Understood the business and conducted secondary research to understand what target customers think about slow fashion and what deter them from buying slow fashion product
- Brand Strategy Development: Crafted a compelling key message and values specifically tailored to resonate with the target audience.
- Redesign the Homepage: Redesign the website homepage, from content to UI design to bring the brand strategy to life
HIGHLIGHT OF MY DESIGN PROCESS
1. Research and the problem statement
I conducted online secondary research to comprehend people's perceptions of slow fashion and their inclination to purchase slow-fashion products.
Some interesting findings show that
People are increasingly intersted in slow fashion or ethnical fashion
(Sheffield Hallam University, 2022)
(Sheffield Hallam University, 2022)
However....
What does the research mean?
The biggest problem appears as the gap between awareness and action:
People appreciate slow fashion but the price leaves them hesitant
2. Brand Strategy Development
As the primary concern revolves around pricing, I began brainstorming ways to convince the target audience that Encircled clothing offers value surpassing its cost.
I utilized Maslow’s hierarchy of needs to identify how Encircled can demonstrate that its values align with the priorities of the target audience.
Read my analysis
Analyzing the hierarchy of needs, it becomes evident that Encircled's clothes can contribute to fostering higher self-esteem and facilitating self-actualization
With that, I developed the key message: 'Dedicated to sustainable and slow fashion, Encircled's clothing is an investment, not a cost.' I aim to ensure that the target audience clearly understands that purchasing Encircled’s clothing brings them great value.
Read the key message house
3. Redesign the website homepage, from content to UI design
To convey the message and influence behaviors and thinking, content plays a crucial role. I began by establishing content guidelines before delving into any design tools.
Review the content skeleton
After that, I proceeded to design the home and translate the content guidelines into visuals. I retained their brand colors and some elements, as I believe they are visually effective, to be honest.
*I only used some product images from the original website where necessary, other images are credited to Unsplash.
