Allied Shirts was a brand that was built in a very short period of time. Business owners wanted to test viability, so we had to do all of our requirements gathering and design work quickly. We created a logo and brand system in a very short period of time and I art directed a series of impromptu photo shoots to get the site's product imagery going.
The brand become profitable a few years ago, and, because we were constantly optimizing, revenue has been growing every year since.
Designers: Darin Carter, Claude Ramey, Laura Worrick
Early versions and brand elements were tested and iterated upon extensively. Key takeaways were that, for our audience, product icons worked better than photography. The brand, originally known as Dress United, also changed. Rapid A/B testing of various elements lead to a fair amount of variation across content areas and collateral. Refinements to typeface and improvements to consistency were therefore necessary.
Sweet Tees was a sub-brand focused on younger, more meme-focused templates. The featured designs quickly became the best selling templates on the site. They were done internally by our art team.
The design tool has gradually had various functionality added to it over time. The challenge here was to make sure that new UI elements did not conflict with older ones, and we are still looking to streamline the interface. There is a strong callout to pricing as that is a key concern for this user.
