Indigo Baby Brands

Mt. Seymour

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 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.

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

Selected Works

StaplesPitching a redesign and in-house brand launch of the retail giant

Citi Bank - DuplicateProduct redesign of Disputing charges on your CitiĀ® Credit Card

Contiki HolidaysCanadian Q2 Multimedia Campaign Art Direction

Indigo Baby Brand TemplatesRebranding of templates for paid brand experience landing pages.

Citi BankUser testing concepts for balance transfers

iceni dataA industry disrupting brand and their online app, created from the ground up.

SiteCMRebranding a Web based CMS and complete overhaul of the backend manager

Contiki EPD1 CampaignMultimedia Campaign Art Direction

Stonz WearHelping a multi-lingual, multi-currency and multi-warehouse brand increase their mobile conversions.

RogersDigital Marketing for Q1 2019

Mt. SeymourImproving the online booking system for the go-to ski resort for local Vancouverites.

TCSRebranding an established private sector care giving company and creating their intranet.

SousVide SupremeElevating an established international supplier by combining their B2C and B2B sites

ideaLEVERFull rebranding and identity for an agency and their proprietary SaaS products.

CommerceCMRebranding a CMS and complete overhaul of the backend manager