Corlection started out as a small business with big global ambitions, I am thankful to be a part of their growth to where they are today. With two physical stores in Australia and a strong global ecommerce customer base, Corlection has become one of the world leaders in quality clothing and accessories.
I've worked closely with the business owners over the years to achieve their business goals through branding, graphics and customer experience design. The business owners are one of the main creative driving factors of Corlection and were heavily involved in the design process. I am gratefuI to have also worked with various Australian artists and industry famous brands such as Momotaro, Samurai Jeans, Warehouse & Co, Japan Blue. Various limited edition products were designed, sampled, tested and hand made in Japan for each collection. The following is a selection of the many projects.
Whilst having an great reputation via word of mouth, the digital and physical branding of Corlection was fragmented, inconsistent and non-reflective of the target audience's aesthetic preferences.
After many iterations and thorough reviews, I re-imagined how the brand communicates to better reflect the image and persona. The original logo of Corlection was re-imaged and modernised to bring the brand image forward to a more modern, modular, professional aesthetic. I worked closley with the business owners to develop this.
Aside from the standard branding guidelines, the brand also requires flexibility to align to seasonal marketing campaigns whilst maintaining consistency and existing trust.
As an extension of the store's branding and essential to the day to day operations, shopping bags were designed and manufactured for use in-store. For seasonal events, gifts such as branded drink bottles, measuring tapes and other accessories were provided as promotional items.
As a dealer of physical goods, the in-store experience is paramount to the customer experience as well as retail sales. With the opportunity to assist Corlection's Sydney store move into a larger premises I led the spatial design of a two storey plan. Working with the business owners, we created a spatial design system that solve the business goals and customer needs of the space.
As a starting point, my experience in their previous stores helped understand the requirements of both customers and staff. Considerations such as common customer behaviours, product merchandising, storage and security played a huge role in the overall design.
From the ground up, I designed the fit out to meet the gathered requirements and captured feedback from customers as well as staff. Custom fittings, storage units and shelves were constructed on site to specification.
In addition to the fittings, custom furniture was desgined and imported to achieve the final solution.
Over the years, alike the business's physical stores their digital platform had become un-able to meet both customer and business expectations. I led the consultation of re-platforming & migration to a more scalable ecommerce platform.
With the re-platforming also came the opportunity to create an omnichannel experience. Customer and sales data was now in sync across all storefronts making for a better customer experience and provided the business with more accurate information to review and make future decisions from.
On-going incremental enhancements are made to ensure the digital experience is meeting the needs of customers and their buying behaviours.