UK retail chain Ann Summers has redesigned its website, which now sports a look which ‘fully reflects its brand values’ according to Dept, the digital agency behind the revamp.
“The design of its website needed to communicate this message with an inviting aesthetic that appeals to a diverse audience,” Dept said about the new site. “Our designers embraced an image-heavy approach to express its brand personality in an energetic real-life context, celebrating different types of relationships and body types. A collection of images and videos were shot specifically for the website, depicting various adult age groups, body shapes and skin colours. These were strategically placed throughout the website, appearing natural in a visual hierarchy supported by alike information, allowing the user to easily find what they’re looking for.”
The site interface comes in two variations: the brand pages and mainstream collections are showcased in ‘light’ mode and as the user explores the more niche collections, a ‘dark’ mode is activated.
“Creating the two interchangeable themes throughout the website has enabled Ann Summers to set the mood for its customers based on the types of products they’re viewing,” explained Dept. “The design concept plays up the crossover between ‘day to night’ or ‘naughty and nice’, creating an intriguing experience that reflects the thousands of products on the website and the diverse styles of shoppers that visit.
“Right from the start of this project through to the website going live, our creative team were dedicated to pushing the design concept one step further. This mentality was echoed by Ann Summers’ internal team, who wanted to break away from typical model imagery that’s so prevalent in this industry. Their openness to innovate combined with our creative approach was the formula to create this exceptional re-design that perfectly conveys Ann Summers’ dynamic brand.”
