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Challenge: Paul Mitchell was looking to update their online presence, as well as expand its breadth and functionality. They felt that their existing site didn't convey the sophistication that their brand carries offline. They were working on their Spring Campaign and wanted it to visually tie in to their re-launching website. They also wanted a site that could expand and update to match their seasonal campaign changes. We would be also be working closely with the Paul Mitchell creative staff to develop the look for their spring materials. Solution: We began by reviewing all the offline materials that Paul Mitchell had produced over the last few years to familiarize ourselves with the brand and its evolution. With their Creative Department we outlined goals for the Spring Campaign and presented to them a wide range of designs that met their needs and were harmonious with their existing image. We agreed upon designs that utilized a grid. This allowed us to show both the large images that they felt were so necessary to the campaign, and yet still retain a manageable load time. Using two large images on the homepage, we mirrored their offline approach with one beauty photo and one product photo. We devised a structure that allowed the single large product image to rotate with smaller, more specific images. This gave us visual consistency and at the same time and at the same time allowed us to get more information onto the page by animating the four quadrants of the product photo. We built a multi-tiered navigation that allowed the user to drill down into Paul Mitchell's multiple product lines, view entire processes, or individual products. Though showcasing the product was a primary concern, we took pains to make sure that we gave ample attention to the other elements that were important to the company. We featured Paul Mitchell's philanthropical work, its school, a Paul Mitchell salon locator, and the high profile runway work they are so proud of. Since the site has been re-launched, it continues to be updated monthly, and remains a vital and evolving part of the Paul Mitchell marketing message.
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