Inspiring and entertaining fans all over the globe
2022 came with clear goals for Inter. After updating the brand identity and iconic crest, together with Bureau Borsche, this year was all about overhauling Inter’s digital channels. They wanted to know:
“How can we make our digital channels relevant for a broader global target audience?” DEPT® answered and led the strategy, design and development of the new app and website.
The key takeaways
Growing the global fandom
Football wouldn’t be football without the fans. And don’t the Nerazzuri know it.
To cater to a global audience that might be interested in ‘more’ than football, we settled upon a new digital experience strategy with a focus on Milanese culture, players, and stories. Content is truly king here. The same goes for Inter TV, which gives fans around the world access to a whole bunch of video content. Still, anything and everything match related is of course also available in the new Match Center, which comes with engagement features such as “Man of the match.”
Last but not least, differentiation is also applied to the channel strategy, with the web focussing mainly on (international) sports fans whereas the app is really meant for the hardcore fans of the black and blues.
Fans can now follow Inter in a more immersive way through the website and app that have been renewed thanks to the valuable collaboration with DEPT®
Luca Danovaro, Chief Revenue Officer at FC Internazionale Milano
Boosting sponsor activations
We developed an app and website to increase commercial opportunities for both Inter and their sponsors, partners, and advertisers.
These range from well-known options such as banners and promotional slots, to more exclusive options such as dedicated microsites with custom immersive experiences that really put Inter’s key sponsors and partners in the spotlight.
The first microsite was launched in early July to present the new 2022 kits together with Nike. Other than that, Inter’s digital channels make use of accounts behind a login that gives access to Inter TV and unlocks exclusive content and other benefits.
Connecting brand to culture
For Inter, football is one side. Culture is the other.
So it comes as no surprise that culture gets a prominent spot in the channels. Players are pushed forward on culture pages, sharing their stories, interests, and likes beyond football.
With around 1 out of 5 fans more interested in the player than in the game (according to The European Football Benchmark 2021), there’s certainly a demand to fill. In the future, Inter will expand its culture pages with a focus on (local) celeb fans and their love for Milan — making the global local.
Just like on the field, in order to succeed digitally a great strategy is a must. That’s why all channels have dedicated roadmaps. These contain several future releases with new pages around collaborations and the Milanese culture, an ‘IM Premium’ account tier with even more content and benefits, special microsites with other sponsors, exclusive Inter NFTs and much more.
The new digital channels are just the beginning of Inter’s commitment to becoming a leading club in terms of digital fan engagement and experience. Forza Inter!
FORZA INTER! Explore the website
Head of Strategy
HYPEWEAR by ABOUT YOU – the first online shop for digital fashion
ABOUT YOU is one of the fastest growing e-commerce companies and one of the leading online fashion retailers in Europe, driving innovative projects and seeing itself as an industry pioneer in digital fashion. ABOUT YOU approached DEPT® with the vision to create an online shop for digital fashion. The aim: making digital fashion items accessible to the general public. DEPT® supported end-to-end, as both consultant and implementation partner.
Virtual Fashion – unlimited possibilities
First, the HYPEWEAR brand was created and the CI designed, both in close coordination with ABOUT YOU. DEPT® then conceptualized and developed the HYPEWEAR digital fashion online shop based on the agency’s own Algomart solution. As a last step, DEPT® created a teaser video for the high-profile launch of HYPEWEAR.
In addition to the fashion e-commerce business, ABOUT YOU aims to conquer the virtual fashion space and offer customers a wide variety of outfits. Virtual fashion allows creators to design pieces that are not wearable in real life or could not exist like this such as a jacket made of virtual flowers, a dress made of dancing tulle elements, or other unusual voluminous highlight pieces. There are different collections available in the HYPEWEAR shop; some of them are rare and limited in number, others are available more often. Customers have the opportunity to express themselves in a completely new way and to present themselves digitally; this is particularly relevant for Gen Z with regard to the fluid understanding of their identity.
It’s all ABOUT YOU
With the new platform for digital fashion, there are no physical limits to the customers’ own self-expression. HYPEWEAR is a first mover to offer digital fashion and, according to its motto ‘From Tech to Human’, the items are not only affordable for digital fashion fans, but also accessible without crypto knowledge. This makes the platform one of the pioneers in the market.
Fast First Mover – fast, simple and intuitive
The aim was to bring a first MVP of the online shop live in the shortest possible time to establish HYPEWEAR as the one-stop store for digital fashion items. The user journey was to be designed as simple and intuitive as possible, even for ‘non-web3 natives’, in order not to exclude anyone and to ensure that every user can purchase digital fashion items. In addition, brands should be able to sell their 3D fashion via HYPEWEAR to provide a large selection of different fashion pieces on the platform for the target group.
An online shop for digital fashion based on the Algorand Blockchain
The selection of the appropriate blockchain was a key part of the project. The main focus was on ensuring that it was ecologically sustainable, fast, and had low processing fees (i.e. fees for mining and transferring the NFTs). DEPT® and ABOUT YOU selected Algorand. This blockchain has a minimal CO2 footprint and enables fast transactions between marketplace and customers.
Through the integrated CMS in the online store, ABOUT YOU can create and upload as many digital fashion items as desired. The occurring processing fees on Algorand are minor.
Thanks to the integration of custodial wallets, the creation of the crypto wallet in which the items are stored is handled directly for the customer in the registration process. This prevents a break in the customer journey, which would be associated with the time-consuming and complicated creation of crypto wallets and the subsequent connection in the store. Even Web3-inexperienced users can receive their digital fashion pieces with ease.
In addition to the 3D model of the respective digital fashion item and the NFT, customers also receive an edited photo of themselves onto which the virtual fashion piece is mapped. This step also fits perfectly into the entire customer journey and is kept as simple as possible. Customers can easily manage their digital fashion items in their profile and use the edited photos for social media.
Within just a few months, DEPT® and ABOUT YOU have created the first online store for digital fashion. HYPEWEAR pushes the boundaries of conventional fashion with three-dimensional fashion pieces. The platform acts as a digital milestone in this field, providing the impulse for many more future-forward, virtual projects.
The metaverse will continue to gain importance in the upcoming years and we see great potential here, which we want to explore together with the experts of DEPT®: We strongly believe in a transition phase of augmented reality, where your physical self presents digital fashion on social media, breaking down the boundaries of the previous fashion world and reaching an even larger audience.
Marius Bingener, Teamlead Content Development, ABOUT YOU
Visit the HYPEWEAR online shop
Director Marketing & Business Development
A personalized Ralph Lauren gifting experience
Luxury fashion brand Ralph Lauren was founded in 1967 and is a global leader in the design, marketing, and distribution of premium lifestyle products, including apparel, accessories, home furnishings, and other licensed product categories. For over five decades, their long-standing reputation and distinctive image have been consistently developed across an expanding number of products, brands, sales channels, and international markets.
For Holiday season 2021 and beyond, Ralph Lauren challenged BYTE/DEPT® to find a way to elevate their existing gifting experience within the digital space.
The challenge: developing a strong bond
The aim was to provide users with a more immersive and personalized method of picking the perfect gift, matching their interests with compatible products available on the Ralph Lauren website. They wanted to develop a strong bond between the brand identity of Ralph Lauren, the digital assistant, and the customer, breaking any barriers of communication and supercharging the journey to finding the perfect gift.
This was coupled with a desire to be pioneers in cutting-edge communications with customers, tapping into emerging, innovative mechanics to bring the gift experience to life.
The solution: a gifting chatbot
Combining data-driven insights from previous gifting chatbots with innovative Instagram platform features, we built one of the first branded Instagram chatbots available in the industry and worldwide.
We optimized the conversation structure based on data collected from the Messenger and WhatsApp gifting bots we’ve previously run, to ensure the best experience for users throughout the Holiday season and beyond. We know how the customers behave and what they like when shopping for gifts, and have taken that to the next level on Instagram.
A personalised journey
The conversation takes you through a personalized journey towards discovering the perfect gift – just like you would in Ralph Lauren’s flagship store on London’s Bond Street.
- Tell us who you’re shopping for and their style
- Match their style with the perfect gift using bespoke Taste Profiles
- Refine your search with dynamic filters (such as price or outerwear) that remember your search history and tailor recommendations accordingly
- NLP functionality that would take you to specific product pages when certain trigger words were typed e.g. ‘jeans’
- Get bespoke product recommendations from a dynamic product feed
We made use of powerful discovery features including automated replies to story @mentions, and DMs to drive new conversations cost effectively. We also built a series of creative assets that were channelled into Ralph Lauren’s paid campaigns to drive traffic to the bot.
One of the first branded Instagram chatbots in the world
Our gifting chatbot saw excellent results in its first few months.
Average of 12k monthly users over Dec 21 – Mar 22
We’ve seen very healthy traffic into the bot, with 3.5x more users on Instagram compared to Messenger and WhatsApp combined.
82% organic traffic
Over 80% of users are introduced to the bot organically, making it very efficient compared to paid media campaigns. Essentially high quality traffic at zero media spend.
6 minutes average time spent on the bot
This is 3x higher than the average time spent on our other gifting bots, showing that users are engaging well with the bot experience.
2.7% click through rate to website
Almost 3% of users that land on the chatbot visit the website and show purchase intent.
0.4% users handed over to Customer Services
Only 0.4% of users required a handover to a live Customer Service agent. This is one of the lowest rates we’ve seen in the industry.
With the chatbot now successfully rolled out in 4 markets (UK, IT, DE and FR) across 4 languages, we are looking into further expansion across more global Ralph Lauren markets for 2022 and beyond.
Lead Technology Planner at BYTE/DEPT®
A unique Web3 experience for H&Mbeyond
H&Mbeyond is the innovation hub of the well-known Swedish fashion company H&M Group. Together with startups and innovators, its team drives forward future-oriented projects. After speaking at DEPT®’s 2021 Meta Festival, Head of H&Mbeyond, Oliver Lange, approached us to create the first-of-its-kind, Metaverse project for the H&M brand: the Virtual Showroom.
A central point for meaningful exchanges
In keeping with the current zeitgeist, H&Mbeyond approached us with the idea of expanding H&M’s physical showrooms with a digital showroom. Based on the former, it should reflect the brand’s identity and values, just virtually instead of physically. A space without opening hours, where a wide variety of target audiences such as influencers and stylists, customers, employees, and the press can meet and learn more about H&M and its collections. The Virtual Showroom was to serve as a central point for meaningful exchanges in an immersive environment. Targeted tours by the H&M showroom team were intended to inform the audience about current trends and topics such as sustainability and new, innovative materials.
The number of visitors, countries of origin and the average time spent in the individual areas (which can be helpful for future brand activations), were defined as KPIs for this new showroom. KPIs including click rates of downloadable materials and qualitative feedback from showroom guests and media stakeholders are to follow soon.
Bringing collections to life
How can we experience clothing when we can’t touch it or wear it? What added value does a digital experience offer visitors and customers? Together with our partner Journee – The Metaverse Company™, we explored solutions to these questions to develop a virtual, custom-fit world for H&M. In the H&M Virtual Showroom, content on H&M’s innovation topics and sustainability efforts are presented, alongside ‘information zones’, designed especially for the press or users interested in a conversation.
The look of the showroom is based on the DNA of the H&M brand, with appropriately designed areas for the most important topics such as the ‘Sustainability Garden’ (where information on the innovative material ‘AirCarbon’ is shared), or the H&M Home influencers meeting area.
The ‘Campaign Room’, accessible through a portal, is where the new H&M Innovation Stories campaign ‘Cherish Waste’ is interpreted in a fascinating new way. Here, Creative Director Ann-Sofie Johansson and Concept Designer Ella Soccorsi give insights into the design process of the collection and the campaign, as well as the materials used in the clothing. The highlight of this room is the six main pieces of the collection that dominate the room as detailed, oversized 3D graphics. The flowing movement and vivid colors of the graphics really bring the pieces to life. Special Collections, in particular, lend themselves to the creation of such individual spaces, with a wide variety of brand activation options and providing unique, added-value for the visitors and the H&M showroom team.
From vision to (virtual) realization
We developed all of the components mentioned above together with Journee and in close cooperation with H&M. The vision of the showroom grew piece by piece; our strategists developed the concept, and the designers brainstormed, scribbled and designed creative mood boards based on the creative direction of the campaign and the H&M brand DNA.
With the help of H&M’s user insights, we designed the user flows for the influencers, stylists and journalists at an early stage, which provided the necessary guidance during the creative process. With the design ideas sharpened, we continued to optimize the concept and content until everything could be implemented (virtually) by Journee, using Unreal.
The first test tours in the Virtual Showroom, plus the positive feedback and ideas received from H&M stakeholders, helped us to round off the H&M Web3 experience. Paths were rerouted, trees moved, images swapped, and descriptions added.
An immersive user experience
The three avatar designs represent an important message: the need for more diversity and inclusion in fashion. With the avatars, users can move freely in the Virtual Showroom, so we paid special attention to user guidance, orientation and the order in the rooms. Even inexperienced users can navigate through the showroom with the help of various aids and explanations, helping them to discover everything in a playful way. Thanks to the separate rooms and different areas in the H&M Virtual Showroom, users can explore and experience the brand and the respective collections, or they can quickly find what they are looking for by simply teleporting to their desired destination.
A survey conducted with Gen Z visitors to the Virtual Showroom recorded very positive feedback:
- For example, 69% of respondents indicated that the showroom had sparked their interest in a virtual H&M Brand Experience.
- In addition, 80% of respondents are already interested in participating in a virtual H&M brand experience as an H&M Hello member.
- Finally, 85% of the visitors surveyed rated the virtual showroom experience as very positive.
Remarkable press reviews
“Previous digital press meetings were nothing compared to this experience. Amazing space and visual execution, i.e. 3D moving garments in campaign room.” GLAMOUR
“Congrats to the space. In love especially with the visuals.” VOGUE
“Super cool to experience such an entirely new and imaginary environment. Love the photo booth to share.” FASHION UNITED
Within just 12 weeks, we created a first-of-its-kind Metaverse Experience with the team from DEPT® and JOURNEE, which not only triggered positive feedback from the target group and a remarkable press echo. The project is also the impetus for further innovation projects within the H&M Group. I look forward to continuing to work with the team and am excited to see how we shape Web3 together in the future.
Oliver Lange, Head of H&Mbeyond.
By working in true collaboration throughout an iterative process, the requirements of H&Mbeyond’s innovation approach were optimally understood and implemented. In the future, the Virtual Showroom is expected to host events such as launches, meetings, and concerts for larger audiences, all in addition to the presentation of new collections.
“H&M’s Virtual Showroom is designed as a space for brand activations such as fashion campaigns. These are brought to life in a whole new and exciting way, combining innovation, digitalization and sustainability. It makes me very proud to see how much energy, heart and soul our colleagues across countries and departments have put into this project. We are looking forward to exploring the potential in the countries of the Central Europe region and beyond.” Thorsten Mindermann, Regional Manager, H&M Central Europe.
Director Marketing & Business Development
Helping a century-old sports brand find its place in culture
Alongside DEPT®, Wilson repositioned themselves and authored a proactive, authentic mission for the brand and business: “empower every human to live life like an athlete.”
On this foundation, we set out to refresh the brand identity and execute a digital launch strategy for Wilson Sportswear from concept through production.
The need to stand for something
Wilson, the iconic American sporting goods brand, came to us at an inflection point.
The company had been at the center of sport for over a century, making world-class hard goods like balls, bats, rackets, clubs, and gloves to give athletes an edge. While their products were well-known by athletes around the world, they were preparing to launch their first-ever apparel line and recognized that the brand needed to stand for something bigger.
We started by shaking down the brand through a visual audit and interviews with employees and athletes to understand brand perception and the role that sport plays in their lives.
We learned unequivocally that sports matter. They add meaning to our lives. They teach us things.
How to persist. How to work together. How to fail. And most importantly, that what lies within is bigger than anything that lies ahead.
You don’t reinvent a 100-year-old brand. You find its soul and give it room to grow.
No primetime athletes.
No cut-throat competition. No winning or losing.
Our creative showed only everyday athletes who play for the love of the sport.
“Athlete” is considered a title reserved for a chosen few. It conjures up ideas of physical ability and big-name fame. When people think “athlete,” they think of the ones they see on TV. Blood, sweat, and tears. Walking out of tunnels, arms raised in victory.
Our go-to-market strategy for the first year of Wilson Sportswear was to challenge these stereotypes by representing the athletic spirit that lives inside us all and plays on without expecting anything in return.
Spirited collaboration despite the odds
Design and product development, in sync
The timing of our brand identity work allowed BASIC/DEPT® designers to explore and refine a new visual language for the Wilson brand at the same time their internal teams developed the inaugural Sportswear collection. As a result, we were able to influence everything from packaging to hang tags, even branding on the collection itself.
Empowering a global team to create with long-term consistency. We crafted an all-new brand book consisting of a design system, photography guidelines, and company culture material.
A familiar format to carry on the conversation. For year one, we proposed orienting the brand around biweekly “drops.” This construct was proven in the category and gave Wilson a way to establish a heartbeat of product stories based on cultural moments, capsules, and collaborations.
Remote content production
The restraints of the pandemic didn’t hold us back. We were able to safely plan and produce multi-day shoots in LA to sustain the launch phase and months of drops to follow.
VP of Growth
Learning to surf from anywhere in the world
La Surfería is a travel and lifestyle company based in Argentina that invites travelers to experience the true surf lifestyle.
DEPT® worked La Surfería to design and build a mobile app that makes learning to surf and traveling to exotic surfing destinations accessible.
La Surfería wants everyone to fall in love with surfing, even if they don’t live anywhere close to the ocean. Traditionally the company has focused on creating travel experiences for surfers, but they wanted to find more ways to reach people. How could they still give the experience of learning to surf to those who can’t access it easily? Through a mobile app, of course. In 2020 travel also slowed down considerably due to the pandemic. This was even more reason to create an immersive digital experience that could bring surfing back into people’s lives even if they were stuck at home.
La Surfería came to DEPT® for help in designing and building an app that would help more people experience the amazing beaches of Argentina and Brazil, and the magic of learning to surf from some of the country’s best professionals. Like many small businesses, the company had a big vision but a fixed budget. So we needed to work together to find the best solution
DEPT® found a way to understand our vision and make it real while also giving us a new revenue source. They helped us transform into the first company that has a real surf app.
– Francisco Morea, Founder
Delivering a great user experience with React Native
The DEPT® team in Argentina quickly got to work with the La Surfería team to bring this vision to life. Initially, we discussed building a website instead of an app, but based on the user experience the company was looking to provide (similar to the immersive experience of a fitness app), we decided to build a React Native app. This way we could easily deploy across Android and iOS more easily. And we could deliver a great user experience but without building a much more expensive native app experience.
We worked with the team to define a vision of a Netflix-like experience for users. where they could browse through surfing instruction videos, watch professional surfers in action, and even watch videos about what it’s like to travel to the company’s hostels and the type of food you would expect to experience while you are there. In addition to videos, the app also needed to have modules for sharing content and news about surfing, tips for training/fitness/nutrition for aspiring surfers, and, perhaps most importantly, the ability to book a future surf trip through the app.
As we began to design and build the app, we had to address how to store and deliver the videos. So we partnered with Mux to use the Mux Video API, which instantly creates the right renditions for every device and bandwidth, resulting in lower costs and better viewers experiences. We also created some features within the app that are exclusive to paid users, giving La Surfería the ability to monetize the app in the future. We integrated in-app purchasing capabilities through iOS and Android, as well as built a separate web-based flow for Argentinians to be able to pay through Mercado Pago, which is a local payment market. This allows people from all over the world to pay through their local currency.
The app was launched into the iOS and Google App Stores in early 2021 and has been well received so far. Users are enjoying the content and tutorials and signing up for subscriptions to get access to even more. Early feedback from users will lead to the next wave of new features to be added to the app in the coming months.
Head of Marketing US
A branded commerce experience
Patagonia is a family-owned apparel and outdoor sporting goods outfitter, rooted in sustainability. As a leader in eco-friendly business models, they’ve paved the way for others to reimagine their practices with sustainability in mind. For Patagonia’s flagship experience, we were tasked with crafting a design solution that brought its massive product and content library to life in a simple yet insightful way. For a brand that truly lives its values, it was vital that the user experience echo that—meaning that our challenge was to create a digital shopping experience that tells a brand story at every touchpoint.
Being no stranger to storytelling, Patagonia has always maintained a strong voice. Our approach was to elevate this voice and bring it to life in a clear, simple execution while striking a balance between culture, business, and the environment. One that begs consumers to consider the impact of their choices—right down to the clothes they wear. The reimagined eCommerce platform serves as a brand hub for both activism and content, through a cohesive digital style guide, UX principles, and a consistent narrative. The experience invokes human emotion and rational understanding and is entirely driven by the brand’s mission. Most importantly, it serves both function and storytelling by not only selling clothes but transforming value systems.
This project called for a deeply collaborative process—one that demanded a unique agency-client partnership. We quickly embedded the Patagonia design team into our San Diego HQ and worked in tandem from concept to completion. This set the foundation for a longstanding, successful relationship that extends beyond the traditional boundaries of agency-client servicing.
Our team spearheaded the broader user experience while closely consulting with the in-house team at Patagonia on art direction, design systems, user testing and scripting. As the project progressed, we were given an additional opportunity to own the visual and strategic redesign of Patagonia’s brand initiative, The Footprint Chronicles. In doing so, we achieved a simple, cohesive design system that complemented the larger site.
Navigation & information architecture
A new navigation system considers the full scope of the consumer journey—from initial interaction to finding exactly what they’re looking for. We transformed the experience by organizing content in a clear, logical way, and integrating relevant stories when appropriate. This gives products more context while seamlessly injecting the brand voice throughout the entire journey.
The new navigation prioritizes the overall design’s larger goal for product and purpose-led storytelling through a simple curation strategy. An extensive library of cultural initiatives like Patagonia Action Works, The Footprint Chronicles, and more are properly showcased for easy discovery.
To maintain the simplicity of our design, we needed a powerful filtration tool that could optimize a complex product catalog. The end result was a floating, contextually aware action button that becomes the most prominent prompt on any page. This responsive UX pattern is designed for approachability and progression and successfully helps users browse.
It was essential that this experience was personalized and always relevant to the consumer. Our goal was to ultimately guide users to the best product for their needs in one simple flow. By implementing an in-line Q&A and product comparison overlay, we were able to help customers decide which product is right for them, saving them the hassle of toggling between product detail pages. As a result, users are directly routed through the sales funnel in one seamless UX flow.
The delicate balance between purpose and product truly came to life throughout our overall content strategy for this redesign. We set out to create a central system that could not only serve as a shopping platform but a brand initiative as well. In doing so, we were able to weave Patagonia’s passion and purpose right into each product story and keep consumers engaged in the brand, even if they were just looking to shop.
Since the launch of Patagonia mobile revenues have grown by over 25%
The delicate balance between product and purpose was the driving force behind our entire design system. Focus, clarity, and simplicity became our guiding UX principles, which allowed us to help Patagonia tell compelling stories—while maintaining both emotional feeling and rational understanding. We set out to strip away any excess that did not support our larger goal of one, centralized digital experience.
Constant collaboration between Patagonia’s team and ours—both designers and developers—resulted in a refined digital style guide, with a technical solution to support it. Each element of the redesigned system, from the homepage to navigation to our new product filtering system, was built into the style guide to the highest fidelity. As the project progressed, our development team was embedded into Patagonia’s tech team to offer seamless support in building out The Footprint Chronicles and Patagonia.com. From this, we built an intuitive content model within the Salesforce Commerce Cloud, while our frontend efforts produced a highly interactive site with meticulously rendered motion to tell The Footprint Chronicle story.
The Footprint Chronicles – What started as a partnership to reimagine a digital storefront soon became a collaborative consulting engagement. Our team was asked to help revive one of Patagonia’s transparency-driven brand initiatives—The Footprint Chronicles. This story of sustainability needed to be told in more than one place, so we developed a system that would surface it in the shopping experience. An informative card structure highlights key details about a product’s carbon footprint to educate the consumer and drive brand purpose, perspective, and conversion.
Give people pause
In an effort to shift the consumers’ mindset, we used product detail pages as an opportunity to invite a bigger brand purpose. By gently educating shoppers on how products are made and the impact it has on the planet, we’re able to give them a moment to pause and consider their habits. In doing so, we can convert product seekers into purpose-driven shoppers, while telling meaningful product stories.
An immersive story
Our goal with The Footprint Chronicles was to first build empathy with customers, then drive action. Our content strategy and component design allowed us to tell rich, dynamic stories through interactive content that allows users to explore and learn. The flexibility of this design lets us not only educate consumers about the brand mission but impacts real change in the cultural mindset.
A call to action
Our overall strategy and goal for The Footprint Chronicles culminates into one simple storytelling structure. We start with why each aspect of our mission is important—why these points need to be made and stories be told. Consumers are then given an honest explanation of where we stand in this journey to make and see change. Finally, the brand’s commitment to what’s next. Where does Patagonia progress from here and what can consumers and every brand do to play a role in this shift.
Webby Award – Fashion & Beauty 2021
Webby Award – People’s Voice Winner 2021
Head of Marketing US
Beats by Dre
A new home for the Beats brand
The Beats by Dre brand is a multibillion-dollar company that owns over 70% of the market. An icon at the center of pop culture, its stamp on music and sports was cemented by legendary founders Dr. Dre and Jimmy Iovine. After changing hands through an Apple acquisition, Beats approached us to help pivot the brand in a different direction with a new digital flagship focused on building the brand while improving conversion and click-through rates.
Centered around the idea of moving at the speed of culture, the new .com acts as a channel where brand inspiration, product information, and the Beats community come together. Storytelling lives at the service of product, and product is brought to life through more in-depth information and cultural context. Editorial content, brand campaigns, and product stories are now connected in a manner that encourages the audience to lose themselves in what they love.
The purpose of the digital experience was two-fold: to bring the emotion of the brand forward while emphasizing product benefits. Beyond a standard eCommerce platform, we helped build a destination for all things Beats.
Optimising for users and form factors – With a core audience ranging from 16 to 24 years old, the eCommerce experience is designed for thumb-first interaction. The navigational structure is adaptable across mobile, tablet, and desktop, ensuring we’re serving users of all behaviors and device types.
Through a research-proven approach, the experience works, looks, and feels like an app.
A digital-first design language and content strategy.
The new creative direction is distinctively Beats: bold, streamlined, and beautiful. The design system embraces minimalism and is modular in structure to create consistency and improve flexibility.
Product pages highlight unique stories and features through lifestyle photography and video, establishing strong art direction standards in the process.
A content hub to explore the Beats brand.
Social media has made relevance and engagement essential components of the user experience. Taking cues from popular channels like Instagram, Pinterest, and Snapchat, a centralized location for original Beats content allows users to jump in and out during the browsing experience.
The content tags relevant products to spark consideration and desire.
Through a research-proven approach, the experience works, looks, and feels like an app.
Interactive and modular styling for seamless updates.
We teamed up with Beats’ digital, brand, marketing, and technology teams to establish a system of site components that is easy to use and flexible enough for new campaigns, trends, and product updates.
Our digital experience manager allows each region to build out its own front end, while the style guide instructs internal teams how to use, interact with, and manipulate site components and code to tell timely stories.
To create consistency and expedite time to market, we created an interactive style guide that outlines design considerations and standards alongside code snippets to help engineering teams easily integrate across digital platforms.
Building upon the style guide, we engineered a custom page builder and prototyping system that enables the various departments at Beats to collaborate and test approaches.
The tool pulls together site-wide components and enables the client team to add and remove various experience patterns with ease. They can also save and share layouts as well as export functional code for deployment on Adobe Experience Manage
To grow their businesses and adapt to the changing cultural landscape, brands must rely on technical innovation. Likewise, the Beats brand needed a platform that was scalable, efficient, and frictionless.
To execute on its long-term vision, the Beats team needed best-in-class content creation tools and a modular system of components. Adobe Experience Manager provides enterprise-level media and content management, which allows the client team to focus on the messaging and user journey rather than scalability.
Webby Award – Site of the year 2017
Webby Award – Mobile Best Practices 2019
Head of Marketing US
Creating an immersive showroom in six weeks
Four times a year, the Scandinavian cult brand GANNI would travel to Paris, London and New York for sales appointments. Their Pre Spring 21 collection was scheduled to be sold to buyers in May 2020. However, COVID-19 disrupted the company’s plans, forcing them to quickly re-imagine the way that they connected with their B2B buyers and presented their newest collection. Together with MOON agency, GANNI turned to DEPT® to help them create a unique and immersive digital showroom experience. The result? A retro microsite that emulates a Windows 98 desktop that featured a personalised playlist, a lookbook that combines both video and still elements, campaign imagery as well as private folders and dress-up dolls, all of this built in just six weeks.
Changing how GANNI interacts with its buyers
From its striped sweaters to banana and cherry print T-shirts, GANNI, the Scandinavian street-style brand has been making waves across the fashion industry as it grew to become a designer label which every follow-worthy Instagrammer was wearing. In a world that stays at home, the brand needed to reinvent how it connected with its B2B buyers by embracing a digital-only approach. Thanks to our previous collaboration together during which our team of experts redesigned the brand’s website in six week’s time, GANNI asked us to help them design and build a lookbook and digital showroom for their wholesale buyers together with MOON.
We created a unique and immersive digital showroom experience
Transforming GANNI’S creative director’s computer into a showroom
Although the aim was to present the brand’s newest collection to their B2B buyers, we wanted to take it a step further and create an immersive experience which incorporates some playful elements that reflect GANNI’s brand personality and make the user smile. Therefore, together with GANNI and MOON, we came up with the idea of recreating Ditte’s, GANNI’s Creative Director, desktop and transform it into an immersive digital showroom experience.
The core of the showroom experience was the lookbook which enabled buyers to have a 360-degree view of each style. Each selected product would prompt multiple pop-ups of both photos and videos that zoom in and out to demonstrate the fit, shape and texture of the garment. To keep the navigation process simple and intuitive, users could use the arrows on their keyboard to flip through the various product offerings and press “escape” to close all of the open windows. Making it easy to navigate through the brand’s various product offerings in a surprising and engaging way.
Taking the showroom beyond a simple lookbook
However, beyond the lookbook folder which showcased the newest styles in addition to styling suggestions and behind-the-scenes images from the photoshoot, Ditte’s desktop also included a virtual fitting room feature which prompted users to take a photo of themselves and play dress up with a few signature styles from the collection. Once the look was finalised, users could save and download their creations. This enabled buyers to visualise and style each item to their liking from the comfort of their homes.
Setting the mood
Lastly, we included a few small but fun digital components to set the mood for buyers around the world. So from a music player which played layback and lively music to a folder which opened the hampsterdance GIF and song as a fun 90’s reference; and a “private” folder with a personal letter from Ditte introducing this year’s collection and images showing the making of the collection, our team incorporated these elements to ensure this felt like an experience rather than just business.
Crafting a microsite using Netlify and Contentful
Our team of experts had six weeks to build and code a digital showroom for GANNI. Given this tight timeframe, we opted to use a customisable blank slate Netlify CMS which enabled fast and flexible development via a friendly user interface. Meaning we were able to deploy it quickly and GANNI employees could also easily work with it. In addition, we used Contentful for media hosting purposes. This enabled us to construct a small-scale coherent self-contained application.
Building the future of wholesale
In six weeks time, together with GANNI and MOON, we created and built a digital showroom that enabled 600 buyers to discover a more personal side to the fashion brand, browse the newest collection and save any items they wish to buy.
Nicolaj Reffstrup, GANNI’s founder comments “As COVID-19 hit, we realised that we had to radically rethink our approach to B2B sales. However, we needed to ensure that the project was 100% on-brand, totally immersive, digitally savvy and added value to our partners. We also wanted to combine the digital experience with playful and physical elements such as a handmade wine glass or a curated notebook with fabric swatches, creating tactility. The result was a completely tailored digital platform with an interesting brand narrative and content that was multi-layer. We were able to offer a high level of service to our wholesale partners as well as creating something that felt super personal in the shape of Ditte’s actual desktop.”
However, we’re just getting started. We are currently working on elevating the original concept by enabling e-commerce features in addition to adding more playfulness. As the world becomes more and more digital, GANNI is future-proofing its brand by catering to all of its customers in a digital manner.
Jonas Roland Therkildsen
Global e-commerce transformation
Going live with a brand new e-commerce system and a whole new design – in just five months. This challenge was one that DEPT® willingly accepted on behalf of fashion label GANT. We took a pragmatic approach to the issues at hand: getting the webshop live as soon as possible; continuing (a still ongoing) redesign project, and developing a new rollout. The result is a future-ready webshop that fits GANT’s contemporary character perfectly.
GANT is driven by the belief that one should ‘Never Stop Learning’. This concept created the base on which this successful clothing brand was built, ever since it was founded in 1949. Staying curious, learning more, and being open to new ideas and views; this is what it’s all about, according to GANT. It is no surprise that they express this belief in their fashion and the accompanying campaigns, in which being inclusive is the main focal point.
Despite GANT already having a powerful online presence, they wished to develop themselves further in the digital field. Up until then, they used multiple types of software, and their webshop did not portray GANT’s identity; one which they are so proud of.
Covid-19 has only increased the importance of a robust online presence; the lockdown forced physical shops to shut their doors and drove retailers to solely sell their wares online. It was time for GANT to stand out by giving the webshop a new design, whilst simultaneously ensuring the website stayed future-ready by switching to one single software system.
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