The Idle Man
When I joined The Idle Man on this project, they were taking their very first steps as a start-up. As a sole designer I took on the all rounder role of an Art Director, working on their identity and logo design as well the website.
My main focus was on the digital - working on designing and building (together with the back end developer) a responsive and a mobile site, as well as digital advertising.
The Brand Story revolved around keeping it clean and fresh and bold. I used a lot of black and white and the branding was quite neutral to place emphasis on the clothing.
What I did: Art Direction Identity and Branding Web Design Responsive Web developent Designs for Social Media
CEO's idea behind The Idle Man name came from the saying 'idle hands' (meaning that most guys don't really like shopping so much). It was also a platform for a community to learn and follow style trends, so the logo incorporates this idea.
My main focus while working on this project was making the website resposive across desktop, tablet and mobile. This implemented mobile friendly and mobile first tactics.
We wanted to avoid hiding the most valuable sections of the site in the hamburger menu based on our user research, and opted for a more accessible list on mobile.
Another focus of this brand was with fashion styling and The Idle Man required a sort of style guide for the user. Working closely with the Marketing Director and the style editor, we came up with a style guide questionaire. I designed and built a form that allowed the user to let the stylist know what the user likes. This information was used then for the stylist to select a brand new wardrobe for the user. This data was sent out via email, whenere the user could buy the outfit directly or just a few pieces. It proved to be successful and helped in generating data on what sort of audience the site was attracting.
I also made sure that all artwork across social media was on brand, providing templates and style guides for other designrs coming on board.
The Idle Man was build on Magento and I worked with the back-end PHP developer quite closely to integrate all my Front-end code and designs.