Above are a Variety of Home Page Banners, Each Week 3 New Ones Would Promote the Latest Arrival's for Tu only at Sainsbury's

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Tu by Sainsbury's

Content and UX Design, London

Tu is Sainsbury’s Clothing range. I was contracted to come in during the design and development stage. The site used a Hybris CMS and I designed content and create UX designs that lead up to and beyond Tu's website launch. Working alongside one other creative, a copywriter, line manager, merchandising team, and marketing department, we created a wide variety of designs from landing pages, that incorporated banners for campaigns, for Tu’s own Brand as well as Gok for Tu and for other stakeholders. Pages were designed specifically for desktop and mobile devices.

Project Goals

Design Outstanding Content and Engaging Pages

London is one of the most competitive international cities in the world, Tu only at Sainsbury’s required a shared of the market and was up against rivals such as Top Shop, H&M, George, and M&S. We were responsible for research, understanding our competitors, forecasting trends and designing pages that would coincide with calendar events and the changing seasons throughout the year. Each month we had to research the archives of our competitors and design fierce pages that would make Tu a leading brand.

Women's Landing Page

Feminine Illusionary Banner's and Components,

Photoshopped and Retouched

Women's pages were timed with the season's newly imported arrivals. Each banner and component would be coordinated with the merchandising and marketing departments. Occasionally, garments did not arrive on time from their suppliers or were sold instantaneously, so quick changes were made to appropriate garments that were in stock. Gok for Tu was the secret ingredient in Sainsbury's first successful e-commerce fashion range. Gok Wan, well known for his celebrity status and popularity drove Sainsbury's to outsell their biggest rivals on the day of launch. Our team was responsible for researching the previous year's archived competitors' designs and create mood boards for the designers on colour choices and styles of garments for the following season.

Men's Landing Page

Masculine Illusionary Banner's and Components,

Photoshopped and Retouched

Men's wear merchandising and designs operated alongside the women's wear and were designed in the same offices. The banners and components of the men's pages were timed in line with men's seasonal arrives from the factories and suppliers. The successful sales of the men's pages were due to the interest of women familiar with Gok Wan's celebrity status. Young men were also attracted to the website due to the popularity of seasonal party wear and stylish back-to-work clothing, affordable for their price range. Our Team was also responsible for researching online archives of Sainsbury's rivals from the previous years' designs and colours and presented the findings as mood boards to the design team.

Intimate, Elegant, and Simplistic,

Consciously Designed for all Body Sizes.

I was asked to redesign the page before the launched. I did so and changed the title font to an italicized Baskerville to reflect a sense of personalised femininity. I felt that the simplicity of the page should speak a certain quality to complement Tu only at Sainsbury’s beautiful styles and designs. I also changed each image of lingerie's backgrounds to a pale lemon rather than the conventional mundane grey to create a refreshing sense of simplistic elegance. I placed the text opposite the image and alternated the positions of each image and text to either the left or to the right, to create a sense of individuality. The customer could then be intimate with each item rather than being overwhelmed.

CLIENT TESTIMONIAL

"When Michael joined my team at Sainsbury’s in June 2015, he quickly established himself as a friendly and highly collaborative designer. Trustworthy and reliable, Michael would consistently deliver designs, which fulfilled the brief while also taking on board critique and suggestions. When confronted with challenges - whether design or equipment-related - Michael would meet them head-on and always push for a solution. With a great understanding of the aesthetics in the fashion industry, Michael is very passionate about his work and will make a great addition to any creative team."

Kasia Brzoska

ONLINE TU MANAGER