Responses by Two Times Elliott
Background: As part of a larger rebrand for fashion brand Isabelle Fox, the purpose was to redevelop its online presence to align with the new visual and tonal direction of the identity. We wanted to produce a lasting memory of the relationship between founder Isabelle Waring and her grandmother, Mary Fox. We created a monogram that combines both sets of initials, with the ability to read in either direction. With a new focus on editorial, we created a site that has optimum flexibility to support all types of content, including live capabilities and streaming.
Highlights: We were extremely meticulous in producing the brand guidelines, especially from a typographic perspective and with a large amount of printed material available. It was paramount that the site followed these rules precisely, which we were able to achieve.
Favorite details: From a technical standpoint, it’s an extremely flexible site allowing for a range of varying contents. Allowing the images to scale naturally alongside engaging video content brings more context to the products, rather than simple commerce functionality. From a visual standpoint, a personal favorite detail is the animated logo on page loads.
Technical features: The site is powered by the CMS, Craft and the commerce functionality by Shopify. We really were pushing the abilities of Shopify with this build, but we got there in the end!