This high-end retail brand understood the need to modernise its strategic approach. VI recognised that Barker Shoes needed to reflect the quality of their product through their branding, e-commerce website, print and marketing collaterals.
The heritage of the brand was maintained, whilst adapting it for the digital environment. The original logo was designed pre-Internet; therefore, its visual presence was undermined as it occupied too much screen real estate.
By hand drawing the logo, removing the over-complicated ornament and improving the kerning, VI strengthened and purified the logo, giving it a more succinct brand expression and idea for their newly developed E-commerce Website.
VI work continually to develop the brand perception through the origin of Barker Shoes’ product and lifestyle photography.
This element includes a full photographic service, including treatment development, content planning, location finding, art direction, shoot management and image retouching. The new library of images was used extensively across all media, including the E-commerce Website and print catalogue.
The look and feel for the main product catalogue is developed with a focus on creating a modern photographic portfolio that is relevant to the target audience and expresses the brand personality.
VI provides a full print management service to ensure a hassle-free and high-quality end product. We continue to develop and improve the seasonal catalogues by using the latest design and print technologies.
By putting ourselves in the customer’s shoes, we discovered key converters to purchase.
Building on these insights, we developed an e-commerce website on the Magento platform to launch Barker Shoes into the online retail market. VI focused on responsive design to create seamless customer journeys; in turn, this maximised conversion rates through strategic cross-selling and the removal of “dead ends.”
At the same time, we recognised that this is a highly competitive market. Therefore, VI prioritised a comprehensive SEO strategy within the site’s architecture. As a result, the brand is now easily discovered and recognised across search engines.
