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Responses by Matt Herrmann, group creative director, BVK; Ryan Strzok, senior art director, BVK

Background: The purpose of Carmex’s newly redesigned website is to bring the brand to life in an engaging and modern way. Designed with Carmex’s distinct audiences in mind, the site seamlessly weaves together a diverse product line with educational content all while keeping Carmex’s approachable brand personality at the forefront.

Highlights: BVK focused on movement and making the site feel dynamic through a variety of interactive elements—including playful hover states for each product, lifestyle videos on the homepage, unique, action-filled transitions for each page and an interactive Carmex History timeline, which juxtaposes historical photographs from 1937 with the modern design.

Challenges: Carmex’s core brand identity—the iconic yellow and red—is one that consumers have come to know, love and trust since 1937. We needed to keep this brand identity prominent while infusing a fresh and modern look that also ties together the various new product lines. Favorite details: We gave consumers a virtual product experience and provided them access to more information than ever before. Elements like the products being virtually uncapped and 360-degree product views make consumers feel like they know the product inside and out before they even step into a store.

Navigation structure: The primary goal of the website’s navigation structure is to provide a seamless user path from website landing to information discovery to intent to purchase. This is accomplished through a dynamic and product-centric homepage layout, clear navigation bars and animated transition screens that feature the product clicked on by the user. Visitors can also easily find the Carmex product locally through the new geo-targeted store locator.

Technical Features: MyCarmex.com is a fully content managed site on WordPress that uses pushState AJAX, allowing consumers to have a native, continuous experience. BVK also designed the videos on the homepage to play on either desktop or mobile devices, ensuring that the user experience is consistent and seamless.

mycarmex.com

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