WARRIOR Design & Branding WARRIOR WEBSITE by Team Detroit

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Industry Sportswear, Athletic Footwear & Accessories, Retail, Distribution & Rental companies
Media Design & Branding
Market United States
Agency Team Detroit
Associate Creative Director John Lindblom
Art Director Brendan Mahn
Copywriter Nick Allen
Designer Lauren French, Basia Rochon
Released February 2010

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: WARRIOR
Date of First Appearance: Feb 17 2010 12:00AM
Entrant Company: TEAM DETROIT, USA
Entry URL: http://www.warrior.com
Chief Creative Officer: Toby Barlow (Team Detroit)
Executive Vice President, Executive Creative Director, Digital: Scott Lange (Team Detroit)
Senior Vice President, Design Director: Michele Silvestri (Team Detroit - The Park)
Associate Creative Director: John Lindblom (Team Detroit)
Copywriter: Nick Allen (Team Detroit)
Art Director: Brendan Mahn (Team Detroit)
Designer: Basia Rochon (Team Detroit - The Park)
Designer: Lauren French (Team Detroit - The Park)
Technology Director: Richard Perry (Team Detroit)
Rich Media: Bill Shippy (Team Detroit)
Rich Media: Haris Cizmic (Team Detroit)
Delivery Lead: David Senter (Team Detroit)
Information Architecture: John Ribbing (Team Detroit)
Project Manager: Michael Ward (Team Detroit - The Park)
Account: Brad Bobenmoyer (Team Detroit)
Account: Brad Carse (Team Detroit)
Account: Matthew Ciampa (Team Detroit)
Media placement: Website - Live Internet Site - 17/2/2010 To Present

Describe the challenges and key objectives
The agency had less than eight weeks to design and develop a 300 page website, inclusive of intricate product technical animations and high end graphic and motion design elements. The key objective for the site was to develop a highly interactive site, based on a modular platform with CMS tool that Warrior could leverage for years to come. Improve overall engagement with users while driving product information and brand messaging.

Describe the brief from the client
Warrior’s previous site was built on an outdated model, and lacked interactivity. From a design standpoint, the look, feel and tone of the copy did not mirror the Warrior brand. The client asked that a fresh, fun, modern and authentic site be developed which properly showcased Warrior’s products and breathed life into the brand’s online presence. The brand also wanted the site to be the cornerstone for the launch of its new footwear line.

Describe how you arrived at the final design
Our approach utilized best-practices from an architecture and user-experience perspective, to highlight the product, leverage social media, connect users and grow the fan base - all while maintaining the brand’s uncensored, raw, winning-is-everything kind of attitude. Built on research, the target audience and the nature of the sports, it felt natural to use hand drawn illustrations, gritty textures, and humor to create an energetic world for the Warrior brand to reside. Our intention was to create an exceptional user experience that is easy to navigate, engaging, and intuitive.

Give some indication of how successful the outcome was in the market
Brand awareness and site traffic increased on the all-new official site (28% increase in site visits post Feb 19th launch date). The new website allowed for a richer experience for the user to embrace the brand as well as inquire about products. This consolidated approach allowed users to engage across sports and product in a seamless manner. The all new site provides users the opportunity to follow the brand on Facebook where both Lacrosse and Hockey continue to have a 12% increase of fans following the pages due to the launch of the new website.