She Lettered eCommerce Design

Dana Moore came to us looking for an edgy high-end athletic design. Photography was produced with dark backgrounds, serious attitude, and flair in sports attire. A second shot was taken of the sweater with a lighter background, with the idea that we could fade the shot from athlete to letter sweater using Flash in the design.

We produced three custom web design concepts, one that was edgy (Dana’s favorite and ours), one that was fun and pink, and one that was a unique design.

We then tested the three web designs with the target audience and our favorite lost by a huge margin. The fun and pink website won over our athletic high schooler audience every time, so we made a tough decision. We listened. (A nod to the original concept can be found in the “Who Letters” section.)

This contemporary web design has proven an effective sales tool for the fashion-conscious letter sweaters.