Upon the completion of their store design refresh The Children”s Place (TCP) came to Fry Inc. for a overhaul of their eCommerce platform and a complete site redesign.
I was tasked with bringing the bright and colorful nature of their newly designed store to the site to align the two brand outlets. Store tours and clients discovery revealed clean white spaces enlivened only by the playful clothing and the colorful department messaging. TCP had a wealth of beautiful photography as well. These fun shots of kids running and playing became a statement in the design and more accurately represented the brand than any over-sized logo or wordy call to actions could.
My creative team crafted several different comprehensives, all playing off the strong and colorful photography and in the end the simplest design, that with the TCP logo set quietly in the center just like their stores and with their color coded department markers as the main navigation won.