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Heather Angell's Portfolio — BLACKS Photography

BLACKS is a major Canada-wide retailer of photo-related products and photo finishing services. In 2014, the company underwent a total brand transformation that included a new logo and complete redesign of its retail spaces. Forge was asked to design a new website and mobile app as part of this transformation.

BLACKS Photography

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Role: Website and app design, photoshoot art direction
Client: BLACKS Photography

BLACKS is a major Canada-wide retailer of photo-related products and photo finishing services. In 2014, the company underwent a total brand transformation that included a new logo and complete redesign of its retail spaces. Forge was asked to design a new website and mobile app as part of this transformation.

Working with strategic partner Environics, we overhauled the user experience of the website with a streamlined navigation and product customization process. The new brand (designed by TAXI) was rolled out to the site, including a custom photoshoot overseen by our team. We also designed the user flow and visual design for a mobile app. 

Two weeks after launch, BLACKS saw a 500% increase in their conversion rate. Other results included 1.5 times more page views and a 51% higher order rate than with the previous site.

 
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Photoshoot

The final images from the multi-day photoshoot were used throughout the website. When planning for the shoot, we were careful to ensure that the shots were framed in a way that they would work as web banners and gave allowances for text to be added. 

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App

Another component of BLACKS' relaunch was the creation of an app that allowed their customers to easily order prints. We developed the user flow, wireframes, and visual design. 

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Studio: Forge Media + Design
Creative Direction: Stüssy Tschudin
Design: Heather Angell, Shane Collier
Collaborating Partners: TAXI, Environics Communications, PNI
Photography: Kathryn Hollinrake, Rob Davidson & Associates