Marcus and Marcus
Sept 2020 - Dec 2020
Marcus and Marcus (M&M) is a Canadian brand specializing in smart and functional products for families. We aim to assist you in tackling the challenges of parenting and simplifying the chaos of everyday life.
Digital / Web Design / Brand Website Guideline
Role:
Visual Design
Tools:
Photoshop, Illustrator & Indesign
My responsibilities encompassed developing the website UX and guidelines for Marcus and Marcus, ensuring consistency across different platforms such as Alibaba TMALL, Jingdong (JD) China Flagship Stores. This facilitated their seamless launch on multiple platforms.
Problems
After conducting a thorough analysis of M&M's presence on the prominent B2C online retail platforms in China, specifically Tmall and JD, we engaged in discussions with these platforms and discovered several noteworthy issues. These include inconsistent brand representation due to hiring different designers for each flagship store, the absence of China Webstore UX guidelines, and a lack of brand awareness. Comprehensive guidelines are crucial to ensure brand integrity in China.
How can we create a user-friendly and responsive website experience and guidelines that ensure brand consistency, address target audience needs, and overcome various challenges?
Comparable Comparative Research
Through this comparative research, we aim to identify the specific shortcomings of the current M&M's home pages on Tmall and JD to improve their design.
Insufficient IP Character Usage
Inadequate IP Character visibility and engagement on the platforms hinder brand recognition and limit user awareness.
Challenges to Brand Consistency
Inconsistent brand representation across different platform presentations poses a challenge to maintaining brand consistency and can lead to confusion among users.
Lack of Brand Guidelines
The absence of comprehensive brand guidelines leads to inconsistent brand representation and design, undermining brand cohesion and user trust.
Solution
Following an in-depth comparison and analysis of the identified shortcomings, I have crafted a comprehensive brand guideline accompanied by a web UX template to effectively address the existing issues. These changes include:
Enhance Brand Integrity
01.
Ensure brand consistency and awareness by integrating brand animal visuals across the navigation bar
02.
Offer templates for different themes to be utilized on the header image
03.
Provide guidelines for consistent application and specifications of the logo, including the tagline
04.
Enhance brand animal visuals and strategically integrate them throughout the page
05.
Standardize the usage of the language across the category
06.
Establish uniformity in typography, color scheme, and photography style
