Projects

With KB by HR, we began with an in-depth research, audit and analysis process and used its key findings and insights as the foundation for the rebrand. From there we developed a new visual and linguistic identity: a unified logo mark; a strong tagline, based on their positioning; a distinctive copywriting style (see below); and finally a custom website that showed off their collections in a cool, creative fashion.

Working closely with J&S’s owner, we transformed and polished everything (front and backend) until the previously uninspiring site became a sophisticated online destination that truly reflected Jacob & Sebastian’s strong brand and market position.

The resulting website was reliable and easy to manage. And loyal and new customers were unashamedly thrilled—online traffic and sales skyrocketed by around 300%. Voilà!

Superfein’s analysis of KB by HR (see above) revealed that their voice was inconsistent, neglected and did not convey the label’s position in the industry. It was essential the language on the site not only felt trustworthy and authentic, but also had the same cool fashion vibe as the clothes.

We drew inspiration from the style of high-end fashion magazines (think Vogue, Elle), but gave it a unique twist. One that perfectly suited the Montreal-based label.

Both we executed in-house and extended to every detail of DobbernationLoves to create a fully integrated, trustworthy but also deeply individual site.

The result is as full of personality as its creator and translated immediately and directly into brand loyalty and visitor retention, allowing him to expand and innovate with his content. In non-whimsical figures, we saw a 53% increase in general site traffic, 600% increase in mobile visits and a 40% increase in customer loyalty. As well as a very cool-looking site, which we’re really proud of.

Our overall concept drew on iconoclastic high-end fashion, but for it to work we had to ensure it was precisely and thoroughly executed. Because we were unable to art direct in person, we developed specialty guidance in the form of a comprehensive photography style guide. This style was also effectively extended to cover all the different featured jewellery pieces—both custom and ready to wear.

Simultaneously, we created all of the text content in a strong and intentional luxury brand voice, which included all the product descriptions in the turnkey ecommerce shop. The language and ecommerce design complemented the bold photography exactly the way we’d intended. In every word and every pixel, the essence of the MLJ brand came to life.

It was vital to develop an ecommerce portal that was secure and fully functional but we also wanted to convey a clear social message.

We began by personally taking all the photos (except for the products) and creating custom illustrations to form a visual thread. The user is guided through the website to not only experience the quality of the products but also relate to the life of their creators, the women who are Mountain Bounties. And it worked.

In the time since relaunch, there has been a 340% rise in orders placed resulting in a 292% rise in monthly sales over the first year—directly supporting and empowering women in the Himalayan area we have come to know well.