Founded in Aspen in 1997 by Aspen local Heidi Semrau, Distractions features hand picked fashions from unique up and coming designers from around the world.
Distractions is well established in Aspen, with a loyal following. The next step was to bring the boutique’s unique collections to a wider audience. Distractions approached ID to produce a complete re-design of their existing website, and to develop a user center shopping experience.
After a competitive and brand analysis, ID proposed a brand focused approach to the new site. Individual brands and their collections would be featured on multiple areas of the site. A new blog for Distractions would allow the boutique to highlight upcoming in-store events, as well as unique content on featured designers. The design and development was approached with mobile users in mind, resulting in a fully responsive site.
STRATEGY + PLANNING
The strategy for Distractions Aspen was to create an extension of the brand’s in-store experience. Designers and their were to be a focal point of the site, and aspects from Aspen’s unique landscape were to be incorporated in the design.
ID conducted a wireframing phase in order to set the informational and interactive framework for each page to be developed.
The logo and color palette for Distractions were given a minimalistic update, in order for the fashions featured on the site to take the center stage.
Two initial concepts were presented to the client, both combining inspiration from nature and high fashion.
Concept Design 1, Classic Black
Concept Design 2, Bright White
VISUAL DESIGN + DEVELOPMENT
The final design for Distractions blends scenes from Aspen’s landscape, with an overall high fashion look and feel. Designer and collections became the focal point for the site, with a rotating lookbook feature on the home page.
RESPONSIVE DESIGN + DEVELOPMENT
The design and development was approached with mobile users in mind; DistractionsAspen.com is fully responsive.
EMAIL NEWSLETTER STRATEGY & DESIGN
The web project for Distractions Aspen included strategy for email marketing, the result of which was an email newsletter fully customizable by the client, to be used for various marketing campaigns.