REDESIGN OF
DISTRACTIONS

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BACKGROUND 

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.

 

THE CHALLENGE

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.

THE PROCESS

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.

distractions-strategy-designers
Distractions Aspen Lookbooks
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WIREFRAMING

ID conducted a wireframing phase in order to set the informational and interactive framework for each page to be developed.

Distractions Aspen Wireframes

BRAND TOOLBOX

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.

Distractions Aspen Logo Update
distractions-aspen-strategy-brand-toolbox

CONCEPT DESIGN

Two initial concepts were presented to the client, both combining inspiration from nature and high fashion.

Concept Design 1, Classic Black

Distractions Aspen Black Concept Inspiration
Distractions Aspen Classic Black Concept

Concept Design 2, Bright White

distractions-aspen-white-inspiration
distractions-aspen-white-concept

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.

DIstractions Aspen Homepage
Distractions Aspen Product Gallery
Distractions Aspen Product Gallery for Designers
Distractions Aspen Product Details
Distractions Aspen Lookbook

RESPONSIVE DESIGN + DEVELOPMENT

The design and development was approached with mobile users in mind; DistractionsAspen.com is fully responsive.

Distractions Responsive Design
Distractions Aspen Responsive Design

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.

SEE MORE  →

Distractions Email Design
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