Laying the Digital Brand Foundations
Crown Paints & Elle Decoration
In a collaboration that unifies British colour heritage with a world-leading command of sophisticated design, the exclusive ELLE Decoration by Crown paint collection was specially developed by leading colour and interior design experts to provide a stunning premium interiors solution.
Creating a unique space in the premium paint category, the collection now required a highly visual digital destination that would not only celebrate this new and exciting collaboration, but create a fluid and engaging journey through the new collection, on an international scale.
We knew we already had an exciting story to tell, with a brand match made in interiors heaven so visual positioning was crucial for this site and a premium, aspirational and immersive experience was paramount for our audience. Behaviour research had identified that clear range and colour swatch referencing, quality interiors inspiration and a focus on the superior paint formulation were the anchors for the paths through the site.
We completed competitor research to fully understand the immediate digital landscape and taking our research wider, we took influence and creative cues from a range of international premium fashion references and trail blazers in other sectors. Featuring 60 different colours from 6 distinct ranges, each with their own personality and style influences, creative also had some heavy lifting to do.
Pre-wireframing, we started with some informal scamping to scope the general flow of the site, balancing both the UX requirements and creative prerequisites. Colour authority was also key so product pages with inspirational roomsets, coordinating colour guidance and advice on colour usage took prominence. Interactive wireframes were created to test the journeys through the site, followed by the creative layers to bring the site to life.
Each colour has its own destination in the site, populated with unique copy, crafted to convey its colour ‘personality’, supported with roomsets, coordinating colours and stockist information. Prompts for purchase then pass through to the core Crown Retail ecommerce site.
The site was launched initially in the UK and quickly translated for subsequent launches in Ireland, Germany and Italy, each with its own unique language, stockist and online distribution challenges.
With big promotional splashes and an introduction from the Editor in the Elle Decoration print magazine, the collection has laid its brand foundations and set a new standard for interiors colour inspiration.