CURVE CONSIGN
Honing a Brand
May 2016
Curve Consign is online consignment store for women’s plus size designer clothing. The scope of the project included several deliverables: a website that served three functions: online consignment, e-commerce, and integration with Curve’s eBay listings; an eBay store visually consistent with the website, and a custom eBay template that incorporated the branding. My broad goal was to craft an experience that spoke to Curve’s target audience.
Designing for the User
One of the most exciting aspects of the project was the opportunity to create a visual branding language. I based my decisions on Curve Consign’s insights about their clientele: feminine, sophisticated women who don’t necessarily view themselves as plus-size in the sense of being on the outer edge of fashion. I wanted to give the site a luxurious, refined look and feel and speaks to the main audience’s tastes and self-image.
Visual Design
LATO
The start of something beautiful
PARISIENNE
If life throws you curves, use them to your advantage
Information Architecture & Design
Because the site serves several purposes, I had to carefully consider its information architecture. My general approach was to streamline the main navigation toward the primary actions of consigning, buying, and browsing eBay auctions. Auxiliary pages such as Careers and FAQ were relegated to the footer menu.
As the site has the dual functions of buying & selling, it had to be both instructional to the consigner and engaging for the buyer. As such, it was important to me to not overwhelm or confuser the user with too much or unhelpful information. The design of the home page is enhanced by visuals that help to differentiate the consignment content from the buying content and guide the user toward the information she needs to accomplish her goals.
eBay Store
Additional deliverables for the project included design for a custom eBay micro site. My goal here was to extend the look and feel of the brand across all platforms.
eBay Template
I designed and coded a custom Inkfrog template for the individual eBay listings. The template utilizes the messaging and branding from the main site.
Results
Curve Consign presented me with an exciting opportunity: create a resource for luxury consignment that caters to the majority of women who are not a size 2, 4, or 6. It was with this goal in mind that I crafted a branding and user experience tailored to a demographic of women frequently dismissed or ignored in the world of designer fashion. Curve Consign was an ideal client; their passion and commitment to their mission enabled me to push the envelope and create an outstanding experience for their clientele.
