Responses by Totò de Lorenzis, web designer/art director and Giuseppe Ciullo, web developer, Progetty
Background: The site was created to represent the London-based watch brand, Storm London, for the Italian market. Since the company’s target audience is a consumer who embraces style and creativity, the fashion products always have a dynamic and creative aesthetic language—which is highlighted by a keen attention to detail. This is why we aimed to create a site based on the brand’s product and its visual characteristics.
Highlights: The language is simple but impactful. The predominance of the background color and the fullscreen product presentation give the site a new way of conducting e-commerce. The user’s attention first focuses on the company, and then on the product itself.
Challenges: The most challenging aspect of the site was the visual implementation of the animations that both put the products on display and make the shopping cart easy to use.
Favorite details: We are very happy with the style used on the site, especially the way the products are presented using multicolored backgrounds.
Navigational structure: The site presents online watch sales with a new navigational structure and an online presentation key.
Time constraints: The site construction time was short. We worked on the project using personal instinct without a business briefing and without real guidelines. Our instinct was based on the knowledge of past consumers and web users who are increasingly attentive to stylistic and navigational features.