DIESEL
The Right Fit, Fully Responsive
Art Direction
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UX/UI Design
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Product Strategy
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Launch Strategy
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Art Direction + UX/UI Design + Product Strategy + Launch Strategy +
CLIENT
Diesel
ROLE
Digital Art Director
SECTOR
Omni Channel Retail
TEAM
Creative, UX, Strategy, Technology, Content
THE CHALLENGE
Diesel is a brand with a loud, specific attitude, and online it read as a shop rather than as Diesel. The digital objective set for the project was blunt: make online the temple of the Diesel brand. Beneath it sat three more, to establish Diesel as a leader in digital, to tell the brand's stories across the site and social media, and to stand apart from the multi-brand retailers selling the same jeans.
The numbers made the case. 53% of in-store purchases were researched online first, and 57% of customers checked availability online before going to a store. For most people the site was now the first encounter with the brand, under a new artistic director who wanted a website ready to receive impactful images. It had to carry that attitude, work on mobile first, and still sell a large range, in time for a September launch.
THE IDEA
The work started with a vision and concept before any layout had been created. Diesel's fans are the curious ones, the people who look deeper, so the digital strategy became this: reveal other dimensions of Diesel. That gave the site its concept, shopping in another dimension, and a test any piece of digital work could be held against. Is it new? Is it unexpected? Is it valuable?
The site was built as a sectional vertical scroll, one bold panel per part of the business, with a sticky navigation so anyone who came to shop could reach product quickly. Background, content and effects moved at different speeds to give the page a sense of depth.
Inside that we designed eight revelatory moments. A shopping bag that reacts to what you put in it. Product "confessions" revealed with a swipe, from how to store selvedge denim to something cheekier. A way to sort the collection by mood. Each one was scoped for where it appears and what it reveals about the brand.
Nine content formats gave the site its editorial spine, among them Behind the Seams, The Clash and Cult of Diesel. Each was defined down to frequency, what production it required, and how it would run across the homepage, stories, product pages, social and email.
The detail followed through asd typography, rules for how images sit in the layout worked through with Diesel's team in Italy, menu states, quick-buy, my account, and a denim buying guide.
