We helped the aspiring apparel brand from Hawaii bring the ocean to their e-commerce platform by communicating simply what they were selling.
Art direction can so easily become distracted by form above function.
By trend, distraction, or laziness, art-direction efforts for e-commerce have a tendency to be uninspired and uncommunicative of the product.
Simply, we wanted a way to communicate the reality of the apparel the brand was selling. Something that represented the essentialism of their brand and their line. This meant to looking and feeling great from the ocean to the studio.
A good deal of ecommerce imagery retains a static feeling to it due to one basic assumption, people need to see things literally. The problem is that most brands do not actually take that insight to heart, partially realizing the concept. Our solution was to show the pieces how they might actually appear with the elements; wet and sandy at the beach.
Communication is best done simply. What resulted for the brand was just that; the pieces, the people, and the elements online and ready to purchase.
January 17, 2021