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Responses by Numbered Studio.

Background: Ash.com has historically only existed as the e-commerce site for the shoe brand—with no existing plan or space to run campaigns or tell the story behind the brand on this channel. We worked with them to create a bespoke platform that could really help the client tell the emotional, the craft and the human side of the brand through campaigns and carefully curated content.

Design core: There’s lots of small, unique features to the project that make it what it is. Overall, we were heavily influenced by the world of editorial and magazine design; we wanted the platform to feel like something you could flick through and browse very naturally, similar to a printed lookbook.

Favorite details: A feature we’re really excited about is actually coming soon to the project—we’ve developed a system that allows you to highlight products as you read, so when you see products in a photo, they will be directly highlighted for you during the experience, making it easier to find products you like throughout all types of content.

Challenges: Overall, the project ran very smoothly, the client was very proactive, allowing us to move forward quickly with decisions, directions and experiments. Working in “sprints” really helps us really helps us to work in a way where we can test, deliver and redeliver easily and quickly to the client. It also means that we’re able to involve all relevant parties early in the project. Designers, developers and brand teams were integrated into the project from the very start, adjusting and curating until we launched the final product.

Navigation structure: Because there’s multiple different channels of content and campaigns to correct, we knew that we needed and wanted to create a navigation that stood out—one that would catch the user’s attention consistently. The navigation allows you to switch between each page and each chapter quickly—something that will benefit when the e-commerce feature is introduced soon.

Technology: The website is built with Next.js and Sanity for the CMS.

ash.com

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