Project Overview

Rebranding Paid Brand Experiences

With 100's of brands carried by the retail giant and a huge new push to focus on expanding the baby business, merchants selling at Indigo needed an experience on Indigo.ca that fit well with the Indigo experience. To differentiate from the Amazon brand page experience, I deliver a templated landing page system that combined the best of product features, brand positioning, customer benefits and editorial opportunity to help Indigo elevate it's customer facing brand pages.

Goal  1) Increase speed of time-to-launch

Previous brand experiences were taking anywhere from 2 weeks to 4 months to launch as every page was custom designed. The new templates can now be designed and launched in as little as 5 days.

Goal  2) Create design consistency + modularity

While Indigo was undergoing their own rebrand, I created mini template guides with typography scales, module guidelines, and landing page best practice guide. In the end, I created a library of components that would fit the needs of a wide variety of content asks and be easily reproduced while still speaking to the Indigo brand voice.

Goal  3) Differentiate from the Amazon experience

As our main competitor in the online consumer goods space, Indigo simply can't compete with Amazon on price. We can however provide our customers with the highest quality products hand selected by our merchandising team to curate the best products from around the world for our customers. And no better way to highlight that through clever copywriting tailored to express the customer benefits that consumers really care about along with simple editorial content to support the products.

Credits

Art Direction: Tomo Kato | UI Design: Lea Gucciardi | Information Architect: Lea Gucciardi | Copywriting: Sasha Johnson