This high-end retail brand understood the need to modernise their strategic approach. VI recognised that Barker Shoes needed to reflect the quality of their product through their branding, 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.
VI work continually to develop the brand perception through the origination 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 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.
The website was developed to launch Barker Shoes into the online retail market. VI designed and developed a responsive e-commerce platform that created strong customer journeys that maximised conversion rates by offering cross-selling opportunities and ensured there were no dead ends.
This is a highly competitive market, therefore, as a top priority, VI developed an SEO strategy as part of the website structure to ensure the brand was easily found and recognised within search engine results.