Brief
Lee Jeans Australia approached Reactive to redesign and develop the Lee Jeans Australia site. The brief was to create a cool, edgy and exciting Web site to reflect the true Lee brand and launch the Summer 2010 campaign. The Lee Australia brand has a unique identity compared to its Europe and US counterparts and we wanted to reinforce this individuality online.
New lifestyle content, luscious campaign photography and the latest product range shot entirely on talent were being developed by Lee to support this objective.
Other objectives included building the email database, driving repeat traffic to the site and in store, creating brand advocates on Facebook and other channels and driving off line sales.
Design & Strategy
Inspired by the brand identity and the latest Lee campaign, we created concept designs to strongly reflect the Lee brand qualities: bold, creative and passionate, energetic & carefree, non-conformist. The site design challenges standard website conventions by using varied & unique layouts, a hidden navigation and horizontal product browsing.
Other ideas we had to challenge conventions included positioning the photography as big as possible, wherever possible; avoiding common web layouts & minimising common interface 'furniture' such as navigation; minimising copy, whilst incorporating oversized, bold type to compliment the imagery; using the full width of the users browser to give a greater experience on larger monitors.
Solution
Primarily the Web site is a showcase for finely crafted Lee visuals & product imagery. Lee and Reactive worked closely to ensure that all content compliments the design and vice versa. The results speak for themselves - an extremely high quality, slick interface which allows the user to explore and engage with the Lee brand and latest product lines.
Facebook like buttons have been included on all product pages and a live Facebook feed is displayed to encourage further engagement with the brand.
The site is fully content managed and uses some neatly compiled JavaScript development to create site interactions that have the 'feel' of a traditional 'Flash' web site, but allows the user to experience the site on any web browsing device.
Results
It's early days but we've already had good feedback from both the design community – such as CSS Awards – and a noticeable increase in Facebook fans.