my role
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CREATIVE DIRECTION
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PROJECT STRATEGY
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UI P.O.C & DESIGN SYSTEM DELIVERY
the project
As a part of acquiring a new business, Dunelm wanted to re-platform their parent eCommerce site and merge with the new platform as a part of the acquisition.
As well as some recent marketing and brand thinking, Dunelm wanted to drastically update the digital design and tone of voice of their eCommerce site as a part of the re-platform project. This also involved thinking of introducing a design system to the platform which would cater for all 3 brands combined.
the solution
As acting Creative Director for the project I engaged with senior stakeholders initially proposing creative project process and methodology for how to deliver a new aesthetic for Dunelm.
Working with Brand and Digital Directors, I proposed a project plan with deliverables, while leading workshops tackling questions around internal views of the brand and how the business wanted to be perceived.
As well as digital brand positioning based on conducting market research with real customers near HQ in Nottingham, I delivered a fully responsive P.O.C design solution with design system which catered for not only Dunelm but that the two sister brands could also sit on as a holistic design vision.