With a flourishing fanbase of celebrities, It girls, and fashion industry veterans alike, designer and CFDA/Vogue Fashion Fund finalist Misha Nonoo’s unique brand of advanced-contemporary classic womenswear was perfectly poised to hit the mainstream market. Misha Nonoo partnered with Jane Creative Studio to expand the online brand by reimagining a new e-commerce experience.
Defining a Brand
Jane Creative Studio's key goal was to illustrate the Misha Nonoo brand message through a clear design aesthetic and an immersive experience for new and loyal customers. This was executed while seamlessly enabling the consumer to experience the brand's lifestyle and to shop product.
The primary inspiration for the designer and her eponymous brand is classic British heritage, the modern woman, and contemporary art. Inspired by the brand's classic silhouettes, contemporary art and technology, Jane Creative Studio created a low-fidelity/high-tech aesthetic interwoven throughout the brand identity and the site.
Reflective of Misha Nonoo’s previous and current collections, Jane Creative Studio curated a color palette consisting of various shades of green and sea foam in addition to creating a consistent typographic language for the brand.
"In the saturated world of e-commerce, it is important to have a solid brand message and visual identity that span across all online touch points."
A Phased Approach: The Microsplash
While the brand work was underway, Misha Nonoo was in need of a site that reflected her new direction. Taking a phased approach, Jane Creative Studio created a Microsplash to work as an introduction to the re-vamped Misha Nonoo site. The site showcased the latest collection with a smart, GIF-like animation triggered by mouse movement, as well as information about the brand. There was a spike in NYFW traffic; new visitors went up 333.49% and returning visitors went up 159.45% from the previous year.
Keeping it Fresh
Content from the blog and Misha’s social media accounts is automatically fed into the homepage to keep it regularly updated and relevant to the modern shopper.
Website Design & Development
Misha Nonoo's website combined the latest e-commerce technology and GIF trends with a minimalist aesthetic inspired by the contemporary art world. Applauded by influential fashion publications including WWD and Fashionista, the website’s clean aesthetic incorporated print proof symbol elements on the page border. The other features of the site served as an additional tool to promote the collection.
Dynamic Content Strategy
Jane Creative Studio highlighted selected products from the latest collection through the lens of contemporary art and internet GIF trends to elevate the viewing experience and to create a more compelling promotion.
HTML5 Video Integration Adds Dynamic Tension To The Site
This section of the website featured an HTML5 video optimized for speed. A big consideration for this was backward compatibility for devices and growers that were not yet supporting HTML5 videos. In which case a static image is displayed. The client had full control to edit and swap videos for this area.
Seamless E-commerce Integration
The Charles balanced the personality of the Misha Nonoo brand with mechanisms to drive sales profit without alienating either element. Links to the shop and product pages were seamlessly integrated unobtrusively across the website to retain the integrity of the brand voice.
A Consistently Relevant Homepage Experience
Content from the blog and Misha’s social is accounts were automatically fed into the homepage to keep it regularly updated and relevant to the modern shopper.
The site focused heavily on Misha’s personal touch with the interactive #DRESSMEMISHA feature. The hashtag campaign created a unique shopping experience and social platform. On #DRESSMEMISHA, Misha advised her customers on what to wear, how to wear the outfits, and where to wear it.
Differentiated from the traditional e-commerce flow, #DRESSMEMISHA provided each set of outfits a backstage story and added a personality to Misha's work.
“An unconventional marketing strategy that functions in both directions.”
A Flexible & Humanized Marketing Strategy
The revolutionary aspect of #DRESSMEMISHA was that the feature opened up the future flexibility to humanize product promotion and raise brand awareness. It transforms the website feature into a social platform to host a series of collaborations with press, publications, fashion bloggers and celebrities.
A Fully-Responsive &
The website was fully responsive and optimized across all devices. The full suite of interactive features across the site has been tailored to ensure the most engaging experience. Traditional e-commerce websites are often unable to fully leverage the pre-release press that circulates once a collection has been revealed. Jane Creative Studio developed a way for Misha Nonoo to offer customers the ability to pre-order popular looks, capitalizing on early collection excitement and publicity efforts.
Art Direction & Photo Shoot Coordination
As a full-service agency, Jane Creative Studio art directed the editorial and e-commerce photoshoots for Misha Nonoo to ensure all the content living on the site was high-quality and aligned with the label’s brand.
A Comprehensive Social Strategy
An extensive strategy and social guide were created, ensuring a clear and consistent brand message and voice across all platforms.
Event & Runway Direction
Jane Creative Studio collaborated with Misha Nonoo to art direct the Fall/Winter 2015 Collection runway show for New York Fashion Week. Based on the inspiration that influenced the collection's aesthetic, Jane Creative Studio brainstormed and created an immersive runway experience across social media and the stage.
An orchestra was hired to play live at the show, and fashion illustrator Jarno Kettunen did live drawings of the models backstage in honor of the collection’s muse, Tracey Emin. All assets were curated and utilized for follow-up digital, public relations and social media campaigns.
“Jane Creative Studio brainstormed and created an immersive runway experience across social media and the stage. We extended the engaging digital experience to reality.”