01. The Challenge
Reputation & Branding
In 2017, Curve Control's fulfillment partner's performance degraded and caused several problems with customer service, including many orders not being filled and shipped. Consequently, the Brand's reputation was severely damaged. Their social media accounts accumulated many negative comments about poor consumer experiences over this time period. They were concerned about a rebrand because they had 85k followers and did not want to delete the account (for obvious reasons). Curve Control's prior web developer omitted several key benefits of a strapless, stick-on bra, the messaging was too edgy, and the design over-utilized cleavage in the visuals. The website had missing images (or they were watermarked with large versions of their logo), inconsistent pricing, and did not have a sensible page flow / introduction to the product.
02. The Solution
Reimagining The Brand
The group hired me to completely rebrand the company: new name, product name, domain, logo, and color palette. My goal was to create a look that feels more like a legitimate lingerie fashion line than a "late night tv product." The new website includes images of the product being used in a strapless, backless setting (a major selling point the old site neglected to emphasize) and offers a convincing "how it works" picture sequence. The copy will focus more on functionality and quality rather than "making the girls pop." The group decided to retain and continue using their social media accounts by changing to the new company name and removing the negative comments associated with Curve Control and their old fulfillment partner.
Design Elements
The logo includes a playful illustration of a woman in a strapless dress and utilizes a font with a more natural feel (no pun intended). The old color palette was black and hot pink and is replaced with a more sophisticated pink variation and dark gray. The website utilizes high quality images with woman wearing/demonstrating the product and how it works. The opening header features a large high quality image of a woman wearing the product and the headline succinctly states the product's three major benefits. The site transitions into a problem solution motif, sets the frame for the product, and emphasize its value. The section headlines were carefully crafted to solicit an emotional response and focus the user on key features / major selling points.
Target Audience
The target audience is woman ranging in age from 18-50 who are looking for a natural way to enhance their cleavage and/or find strapless backless bra solution so they can expand their clothing style choices.
03. The Results
Back in Business
They client was thrilled with the rebrand and the quality of the new website. They said "We look like a legitimate fashion line now!" They were equally impressed with the project timeline - 9 days start to finish. After 12 months without sales, the company is once again selling their product and perhaps more importantly, receiving positive feedback and reviews on their website and social media accounts.