Ronbow
E-commerce and manufacturer of luxury bathroom furnishings.
ROLES
ART DIRECTOR
LEAD DESIGNER
WEB DESIGNER
PRODUCTION
The Challenge
The website, catalog, and overall branding felt outdated. Sales at the showrooms were low due to a lack of clear and appealing marketing and informational tools, both online and in the stores.
The Opportunity
Relaunch the e-commerce company with a fresh new look and feel, and create new marketing tools to win back customers and showrooms' trust.
MY ROLE
I led a full rebrand that involved multiple projects. After establishing the new brand system, I designed the core website, starting from the page flow, to curating the storytelling and visual flow of all pages. I also led the design of 4 print catalogs and art directed the photography of 8+ new furniture collections.
During my time at Ronbow, I also led the design efforts of all the daily graphic materials needed, from Amazon store imagery, product specification leaflets, CRM, and coordinated with external vendors to produce the trade show booth design.
The Outcome
The full scale rebrand succesfully increased sales and customers consideration. As a result of it, I was hired by the company CEO to rebrand the other startup he owned, Maykke.
Creative Direction & Visual Guidelines
The Ronbow’s new creative direction elevates the brand to a modern and clean look that feels both elegant and approachable. The minimal color palette and graphic elements let the product photography be the hero throughout all the touchpoints.
Typography strives for an elegant yet warm and approachable mood with Georgia font for Headlines and a clean, digital-first, and readable Monserrat for all the subcopy, body, and functional text.
Photography spans full room-settings, product features, detail shots, and e-commerce. Each furniture collection design is heightened by a different room set styling that matches and elevates the essence of its style.
E-commerce website full redesign
The main goal was to redesign the e-Commerce experience both visually and functionally. The old website failed to reflect the quality of the products and to support the customer journey.
Ronbow sells a lot of furniture across 3 brands in different styles and dimensions (vanities, side cabinets, drawers, wall cabinets, sinks, sinktops, etc.). Getting the hang of all the options could be overwhelming; that’s why we were losing potential clients, they could’t understand how all the products fit together and find what they needed.
Beyond the aesthetics, the redesign aimed to unify the 3 main brands under one website and to help the users to get clarity about the product offering.
A CLEAR structure drives USER discovery and clarity
The home page was designed to be inspirational and often updated to drive the user to discover different products. Additional landing pages would provide a quick overview of the main 3 brands, all the collections available, and product categories.
IMPROVED FILTERING DESIGN
User-centered design
to help with decision fatigue
For easy navigation, the website provided multiple ways to shop: by collection, by style, by brand or by category.
The “shop by collection” page provided an overview of each collection's information at a glance, to minimize clicks and make it easier to find furniture that could fit customers’ needs.
The “choose your look” page was another special tool to guide the user in their search. They could select their favorite style (transitional, traditional, or modern), continue selecting their size choice, and find out the available finishes for those products.
EASY MATCHING PRODUCTS SORTING
Design that makes it easy to understand, love, and buy
On the vanity base product page, users could select their preference between top + sink or sinktop.
As a result of the user's choice, the available options would appear below to help people figure out which products matched the sizes and were compatible with the vanity they were considering.
Fully responsive, designed for multiple devices
Fully responsive Design
New Products,
New photography
The photography approach strives for a contemporary and modern tone, with props and details that match the furniture style and color palette. We collaborated with Lola Creative Agency, on a 10-day photoshoot. For each of the 16 furniture collections, we captured 2 lifestyle room settings and detail shots to showcase the special product features. I oversaw mood boards, created and owned the shotlist, and provided art direction and feedback on set.
Shoot days behind the scene :
Four catalogs:
Vanities, Sinks, Mirrors,
and Cabinets
Vanity catalog showcases all the collections, with sizes and finishes available; it also calls out all products in the configurations shown in the picture.
Sinks and Cabinets catalogs list all the available matching components.
