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.
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.
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.
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