THE HISTORY OF UR & PENN
Ur & Penn was established by Erling Persson, the legendary founder of H&M in 1943. The company was among the first in Sweden to offer affordable, high-quality timepieces with superior service. Today, they boast over 100 stores in Scandinavia.
Ur & Penn approached ID to be their strategic and creative digital partner in the design of their first e-commerce flagship in the US. We were tasked with bringing together Ur & Penn’s individual sub-brands under a consistent brand umbrella, while providing a seamless and user-centered shopping experience. The site was integrated with their point of sale system, LightSpeed.
After competitive analysis, ID proposed a style based site organization for the website and drastic changes in the photography art direction for the US market. Lookbooks were proposed to feature different styles each season, constantly presenting new ways to wear and accessorize Ur & Penn’s watch collections with fashion jewelry. Ur & Penn launched an internal NYC based photo shoot for the new website and a new video to tell the Ur & Penn Story.
After multiple design concepts, ID executed a Magento CE eCommerce solution that provided flexibility for ongoing lookbooks to be updated by Ur & Penn’s Marketing Manager. The site was integrated with the Instagram API, which brings significant brand awareness for the brand. Each Collection is animated with Parallax effects of the new images to better tell the design story of each unique collection.
STRATEGY + PLANNING
Ur & Penn’s well known collections are not recognizable to the American target market. ID presented an overview of the competition and provided suggestion on how to organize and promote products by style/trend.
Ur & Penn’s sophisticated look needed an update to grab the attention of the American target market. ID gave the brand toolbox a fresher, younger color palette for the new site. We paired the decorative, historic logo with a bold sans-serif web font.
The initial concept design for Ur & Penn was ultra-trendy, quirky, and projected at the younger side of the target market. After the initial drafts were presented, the design was developed with a more minimal and sophisticated aesthetic in order to appeal to a broader range of the market.
VISUAL DESIGN + DEVELOPMENT
The final design for Ur & Penn blended the look and feel of the Scandinavian presence with the new direction for the American market. ID created signature interaction features including the dynamic watch icon in the header that presents the current time, and the slide effect in the main menu for the logo. Parallax effects were integrated for all Collections Categories.