BRIEF
Debut homepage redesign to officially launch the rebrand of Vionic Shoes. Feature new photography and highlight key styles. Visually showcase the technology in each of our shoes.
PROCESS
One of the main components to the rebrand was the style and natural backdrop of our lifestyle and product photography. With this in mind, I increased the hero height to give that photography more hierarchy. Our homepage heroes were previously about half the height of this design.
I partnered closely with the merchandising team to ensure we were featuring key seasonal styles, and conferred with our web team to maintain strategic SEO language within the homepage and best responsiveness practices.
The visual goal was to let our beautiful new photography shine, keeping a clean, tranquil, and natural aesthetic.
A key challenge was reimagining our evergreen Vio-Motion Technology module — how we would explain the science in a digestible and visually appealing way to our consumers. I conceptualized and executed what we called our "sandwich" shoe — an open view of each layer in our shoes with call-outs to the features in Vio-Motion Technology. This graphic would be updated with a view of a different shoe every month.
