True&Co. – Rebrand

PROBLEM

In 2019, True&Co. was 7 years old and ready for a new look and expression that set us apart from competitors and spoke to how big a part our community plays in product evolution. Combining the data driven approach of our business with the spirit of our community, our new brand helped to define True & Co as a truly relevant contemporary intimates brand.

TEAM & ROLE

I led a team of 6 and took the visual design work started by our brand partner for key pages and built out a design system for our entire website. I was the lead project manager and bridge between the brand agency, marketing, development and UX teams. I also managed several rounds of QA across multiple teams and worked closely with our SEO partner to ensure that all collection and product pages were optimized for SEO.

PROCESS

With 80% of our traffic being mobile, we spent an extensive amount of time translating the beautiful work from our branding agency into a functional mobile experience. Before launching the new website we conducted 4 rounds of user testing to test usability and held a series of focus groups to gauge customer reaction to the new imagery & iconic visual language to inform future creative.

CREATING A DESIGN SYSTEM

Once our designs passed testing, we needed to systematize the work into fully flexible templates that could support a variety of use cases. We created a variety of components and worked closely with the developers to ensure that all modules were fully responsive. Creating templates ensures consistency across pages and streamlines websites maintenance - the team no longer had to create bespoke pages for new launches.

We chose Lingo as our design system platform because we could create on online style guide for many team members to access, the versioning functionality was aligned with how our teams collaborated and the Sketch plugin allowed us to store and distribute all of our global elements and components.

RESULTS

True&Co. evolved as a brand from an innovative start-up that was innovating on bra technology to a mature platform with an elegant brand that pushes boundaries. Our aim was find a distinctive voice with a new progressive spirit to inspire, engage and broaden our community and allow us to deliver a more desirable brand experience.