Responses by MAMUS
Background: Riley’s site is an e-commerce website; its purpose is to sell products and to be a vessel for its brand positioning. As this is the only outward face of the brand at this time, the site had to be powerful. Our target audience is wide, from people who appreciate the craftsmanship of luxury products to people who love luxury brands but are more restrained with their money. These people think of luxury differently—it is less about flashiness and more about substance.
Highlights: Extensive use of video clips on the site, which were edited specifically for the brand. The type design that maximizes the use of open source Google Web fonts. Visually, the site is very dense and that is intentional—we wanted to convey the beauty of the bags and Riley’s brand in the most powerful way.
Challenges: The most challenging part of the site was keeping a cap on the visuals since we had so many to work with.
Favorite details: We raised the bar for what an e-commerce site can be, and this way is more true to the brand than what would have been if we followed the typical visual style.
Approach: The website was built on the Shopify platform. We used InDesign to design our websites, not Photoshop or Sketch, which allows for a fluid design environment and quick response to changes. It also allows for various design treatments to be explored quickly.