BRAND + WEB + CONTENT
Fashion is a means of expressing oneself. It’s a way we all distinguish ourselves from the crowd. From the clothing we wear to the apparel brands we support, it says something about who we are and what we stand for. Enter Heart On.
The fashion industry is rapidly changing and is projected to be the third-largest revenue-grossing industry globally in 2023. Historically, some fashion brands have been very inauthentic and superficial. Heart On wanted to be different. They wanted help creating a presence centered on what makes them unique: their 50/50 revenue/donation model and their gender-neutral design approach. Frustrated with their current website experience, they wanted to dial up their aesthetic, improve their social media presence, and increase sales, so they could live out their mission to give back.
After conducting market research, digging into industry trends, and holding numerous workshops, we landed on a brand position we felt we could hang our hat on: DNA, which stands for “daring, neutral apparel.” This message helped drive the way we approached the visual design elements, website revamp, e-commerce experience, and create the overall bold, activist/action-oriented aesthetic.
- //COLOR PALETTE
- //ART DIRECTION
We brought our newly established DNA aesthetic to life visually by redesigning the brand logo, shifting the look and feel to be more minimalistic, edgy, and future-forward to match the brand’s “gritty West Coast chic” clothing style. We chose bolder and brighter colors to match the “heart on your sleeve” mentality without being too soft and calling attention to the “unapologetic” and boldness of their style.
- //WEBSITE STRATEGY
- //WEBSITE DESIGN
Once we had the design identity set, we designed the website to match the new aesthetic. The goal was to focus on improving conversion rates while honoring the “give back” mentality that’s so essential to the brand. From integrating Shopify into the site to setting up their e-commerce capabilities, we set them up for business, both on- and offline.
- //CREATIVE DIRECTION
Photography is obviously essential for a clothing brand, so we took this seriously. As the brand is based in Southern CA, we took the shots all over LA. From downtown, to abandoned brick buildings, to railroad tracks, to the streets and rooftops. We used unique angles, and our goal was to portray a bold, grungy, gritty lifestyle, and a no BS attitude with confident AF models to match. We knew this element would be key for social media, influencers, and print and web assets, as these snapshots literally portray a glimpse of the brand in a flash.