NESS: branding a multi-channel shopping experience

We started with assessing the current status and a thorough research of their values, followed by customer journey mapping and translating the outcomes to a brand proposal. NESS’ core values lay in personal styling, affordable fashion and fashion for everyone. From the customer journey map, multiple opportunities arose on how we could service/involve them ‘the NESS way’ and improve the multi-channel shopping experience.

In the branding proposal, we presented visual interpretations of the brand, often referred to as mock-ups. It gave the client an opportunity to see a curated collection of images, typography and textures that will allow them to imagine the overall look and feel for NESS’ rebrand.

The goal was to design a brand that can be used for both the men and ladies stores and thus resonates with a broad target audience. We linked back to the key values and insights of our previous research. Using user profiles, we made sure the brand resonates with the intended audience. We faced a few challenges:

Challenge 01: How are we going to display expertise (e.g. personal styling) through digital media? We noticed a lot of opportunities for NESS’ multi-channel shopping experience. First, a consistent brand experience, for both the web- and physical shop, creates credibility. Second, we translated the experience you get in-store to digital media by providing concepts like ‘Shop the Look’ and show BTS footage; “Who are the NESS stylists? What’s in the latest collection? ...”.

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