EL Design
Sophisticated website for "everyday" people
Acclaimed for their eco-conscious recycling services, a long-time player in the lighting industry decided to open a showroom in the Chicago area. While EL Design's motto was to display designer-trusted brands in a one-of-a-kind space, they needed to elevate their identity, strengthen their website offerings and unify their showroom and E-commerce experience. In collaboration with their executive team, I refined their story conveying a modern, inviting and sophisticated space for “everyday” people while designing and optimizing their Shopify site for future growth.
/ WEB DESIGN
/ SHOPIFY
/ ART DIRECTION
/ PHOTOGRAPHY
/ VIDEOGRAPHY
Defining Value Proposition
In tight collaboration with EL's executive team, I dug in to understanding the what, why and how of their business. We identified direct competitors and defined EL’s value proposition and differentiator as an inspirational space in lighting and home decor, bringing sophistication to “everyday” people’s home through their highly curated designer-trusted brands.
Strategy + Web Development
To further improve EL's web presence, I elaborated a strategic plan and roadmap to action. For future growth, speed and scalability, ease of management, I created a site taxonomy, provided SEO best practices strategy, customized their Shopify website and defined their visual presentation. After a few months of work, we launched a brand new, high-end, design-driven and inspirational website, improving the sophisticated home owners' digital purchasing experience.
Creative Work
EL Design needed photographs of the showroom to use in ads and to showcase on their website and other promotional material. Working within a tight deadline to get everything ready for the showroom opening, I took on the role of photographer and shot 100+ photos of their vibrant space. A few video teasers were also created during these photo shoots to promote EL's opening day.