ERA
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Aiming to deliver the brand promise of ERA Department Stores, we built a brand new website, delivering a unique online shopping experience. Our focus was the modern aesthetic and colour scheme reflecting ERA’s revived branding philosophy: Fresh, Dynamic, and Forward Thinking.
ERA
2020
ERA, previously Debenhams Cyprus, is a leading department store chain that offers a mix of fashion, beauty, and home products. Repositioned and rebranded in 2020, ERA aims to create a new generation of department stores that celebrate creativity, diversity, and culture, providing a unique shopping experience that combines contemporary lifestyle and trends.
Understanding the Challenge
Recognizing the Problem and Envisioning the Solution
ERA wanted us to design an informational website with a visual style and colour palette that accurately reflected its personality and new branding philosophy. With a revived focus on a younger demographic, the graphical language and identity of the brand on the site needed to encompass the lifestyle and social trends of today, with an energetic and modern look and feel. The user experience also needed to be engaging, intuitive, and easy to navigate. Navigation on the site needed to be easy and intuitive across multiple screens and devices and access to ERA’s large collection of products had to be quick and seamless. Drop-down menus had to be properly categorised so that a search for a particular style of fashion was simple and uncomplicated.
From Challenge to Solution
Translating Design Concepts into Effective Solutions
Fashion oriented websites rely on the aesthetic power of photographs, hero images and video to draw attention and showcase their products. Our task was to find visuals that presented the different brands, look books and ERA department stores in a way that engaged visitors for long enough online to want to see all the collections.
We designed ERA’s website using an editorial approach with beautiful images that linked back to the different brands. Each editorial section made use of compelling photographs that served as CTA’s across the site, driving customers to want to click and explore. We also used a colour scheme that accurately conveys the new character and spirit of the rebrand.
