CASE STUDY Proprietary and Confidential. Not for use or disclosure outside Sketchworks except under written agreement.
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CASE STUDY
Proprietary and Confidential.Not for use or disclosure outside Sketchworks except under written agreement.
MARCCSKETCHWORKS CASE STUDY PAGE 2 OF 15
INSIGHT
ABOUT MARCCMarcc is a lifestyle fashion brand ran by Marc Clark, a professional designer and stylist with over a 10 year history working in the retail industries. Marcc is a collection of unique, hand-made apparel for the upscale and chic. With a hard-focus on the daring and adventurous crowd, the Marcc line is designed for the strong, self-assured elites who can do what the hell they want and couldn’t care
less of what anyone else has to say about it.
INSIGHT.
THE CHALLENGEMarcc products were already launched to the public and sold in retail stores throughout the country, but the company’s online presence wasn’t doing quite as well. Not only was their website built on an inflexible platform, the site didn’t even offer a way for users to buy Marcc products online! As you can imagine, this prevented Marcc from a huge opportunity to make more revenue.
WHERE WE CAME INMarcc approached us to build a much more interactive website that will allow their customers to learn more about the Marcc collection, understand the benefits, and, most importantly, purchase them directly off of the website.
BRANDING.BUILDING A MORE EFFECTIVE BRAND.
MARCCSKETCHWORKS CASE STUDY PAGE 4 OF 15
BRANDING
DEFINING THE AUDIENCE.First, we needed to step back and understand who we were talking to and what they expected from their favorite fashion retail brands. Doing this gave us the information needed to shape our overall communication message.
TREND SETTERSThe Innovators
TREND PUSHERSThe Advocates
BOLD NEWCOMERSThe Newbies
EYE-POPPINGWhatever they wear leaves a lasting impression
POPULARITYDesires clothing worn by celebrities and popular people
COURAGEOUSJust beginning to open up to eccentric, new styles
ELOQUENCEAccepts nothing less than the finer things in life
SELECTIVEOnly wear clothing from trusted brands with demonstrated credentials
EXCLUSIVITYClothing must set them apart from all others
EXPENSIVE TASTEUsually associates high-end pricing with good quality
UNINFORMEDDesire more information on what’s “fashionably sound”.
MARCCSKETCHWORKS CASE STUDY PAGE 5 OF 15
BRANDING
NAMING & LOGOS.Before our branding strategy, there was no “Marcc”. In fact, it was just Marc Clark (the owner) selling his products under his own name. This presented a number of credibility problems both for his business and his brand. So we recommended a number of name and logo changes to help connect better with his audiences.
Logo concepts built for the Marcc brand
WEBSITE DEVELOPMENT.
DEVELOPING A WEBSITE THAT SELLS... PERIOD.
MARCCSKETCHWORKS CASE STUDY PAGE 7 OF 15
WEBSITE DEVELOPMENT
AREAS OF IMPROVEMENT.Once we solidified the brand communication strategy, we came up with three key areas that the new
Marcc website should satisfy to ensure it produced great results.
Before our strategy, most website visitors left within the first 10 seconds of visiting Marcc’s website. This was mostly because the website’s look and feel didn’t do a good job of satisfying the needs of their target audience. To fix this, we needed to produce a website with a more upscale design that communicated a message more relevant to Marcc’s primary audiences.
There were products on his site but they just didn’t “pop” and make someone purchase. It was important that the new website had higher-quality imagery to reflect the same quality as the Marcc brand as a whole.
To sell online, you need to prove your worth. So we needed to help Marcc do this by making the quality and benefits of products extremely clear on the website.
CREDIBILITY RELEVANCE QUALITY
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WEBSITE DEVELOPMENT
SITE MAP AND NAVIGATIONTo better organize the scope of the website, we recommended the most comprehensive and intuitive navigation design based on Marcc’s goals, with respect to Marcc’s product inventory.
WIREFRAMESTo give Marcc a better visual of how the pages would be constructed, we created high-fidelity wireframes for each page to show our recommendations of their layout and content placement.
ARCHITECTURE DESIGN.
MARCTHE BOY NEXT DOOR
IMAGE
MARCUSMR. COOL
IMAGE
MR. CLARKTHE PROFESSIONAL/
GENTLEMAN
IMAGE
MENS WOMENS ABOUT MARC
Checkout
View CartMY ACCOUNT
RETURNS PRIVACY POLICY ABOUT MARC CONTACT US
TwitterLogo
Facebook Logo
Twitter HeaderFollow me on Twitter
Facebook HeaderBecome a fan
Sign Up for Email Newsletter
SHOP BY CATEGORY
JoinEmail Opt-In
MensCONTACT US
LOGO
PRODUCT IMAGE PRODUCT IMAGEPRODUCT IMAGE
Product Name$60
Product Name$60
Product Name$60
PRODUCT IMAGE PRODUCT IMAGEPRODUCT IMAGE
Product Name$60
Product Name$60
Product Name$60
PRODUCT IMAGE PRODUCT IMAGEPRODUCT IMAGE
Product Name$60
Product Name$60
Product Name$60
Sub Category 1
Sub Category 1
Category
Sub Category 3
Category
Sub Category 2
Sub Category 3
Sub Category 5
Sub Category 4
Sub Category 2
MENS WOMENS ABOUT MARC
Checkout
View CartMY ACCOUNT
RETURNS PRIVACY POLICY ABOUT MARC CONTACT US
TwitterLogo
Facebook Logo
Twitter HeaderFollow me on Twitter
Facebook HeaderBecome a fan
Sign Up for Email Newsletter
SHOP BY CATEGORY
JoinEmail Opt-In
MensCONTACT US
LOGO
MENS WOMENS ABOUT MARC
Checkout
View CartMY ACCOUNT
ADVERTISEMENT
MENS BOWTIES MENS TEES WOMENS BOWTIE WOMENS TEES
RETURNS PRIVACY POLICY ABOUT MARC CONTACT US
TwitterLogo
Facebook Logo
Twitter HeaderFollow me on Twitter
Facebook HeaderBecome a fan
Sign Up for Email Newsletter
SHOP BY CATEGORY
JoinEmail Opt-In
MensCONTACT US
LOGO
MarcClark.com
Womens
Bowtie Brooches
White Leopard Print Bowtie BroochGold Leopard Print Bowtie BroochSilver Leopard Print Bowtie BroochRed Leopard Print Bowtie BroochSnake Print Bowtie BroochGold Bowtie BroochSilver Bowtie BroochBronze Bowtie BroochGreen Bowtie BroochRed Bowtie BroochBlack Bowtie Brooch
Headbands
White Leopard Print HeadbandGold Leopard Print HeadbandSilver Leopard Print HeadbandRed Leopard Print HeadbandSnake Print HeadbandGold HeadbandSilver HeadbandBronze HeadbandGreen HeadbandRed HeadbandBlack Headband
TeesGraphics Tee
MensBowtie Brooches
White Leopard Print Bowtie BroochSnake Print Bowtie BroochGold Bowtie BroochSilver Bowtie BroochBronze Bowtie BroochGreen Bowtie BroochRed Bowtie BroochBlack Bowtie Brooch
TeesGraphics Tee
About Marc
Celebrity Supporters
Press
Bio
Marcus Clark – The Guy Next DoorMarc C. – The Fashion Designer
Marc Clark – The Businessman
Contact Us
PoliciesReturns & Exchange Policy
Privacy Policy
MARCCSKETCHWORKS CASE STUDY PAGE 9 OF 15
WEBSITE DEVELOPMENT
WEBSITE DESIGN.Once done with the architecture, we began building the look and feel to the new website that would satisfy Marcc’s target audience.
SLICK TYPOGRAPHYWe used unique typography
with an upscale look to better appeal to Marcc’s target
audience.GRID-LIKE DISPLAYEach category of products were contained in a one-page grid where users could quickly view product pricing, features, and images without having to click through any additional pages.
UNIQUE LOOK & FEELBecause Marcc’s target audience loves
simplicity, we kept each page clean using only necessary elements. This made it easier
to navigate the site and quickly find products.
SOCIAL FOOTERWe designed a flexible footer that included all the different ways to interact with the Marcc brand outside of the site including the newsletter, Twitter, Facebook, and the blog.
MARCCSKETCHWORKS CASE STUDY PAGE 10 OF 15
WEBSITE DEVELOPMENT
GETTIN’ SOCIAL.To incorporate social media into our strategy, we integrated a Facebook plugin system and placed it on the page of each of Marcc’s product pages. This way users could “Like”, comment, and even share a product using their Facebook accounts right from the product page without having to go to the Facebook website.
CONTENT STRATEGY.CREATING COMPELLING WEBSITE CONTENT FOR A BETTER STORY.
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CONTENT STRATEGY
IMAGERY THAT SELLS.
We conducted multiple photoshoots to gather the high-quality imagery for each item in Marcc’s collection to use across the web site. This allowed users to view
each product in depth, right down to its most intricate detail.
Marcc Leopard Print Bowtie
Marcc “Fenced” Glasses
Marcc Solid Silver Bowtie
MARCCSKETCHWORKS CASE STUDY PAGE 13 OF 15
CONTENT STRATEGY
LEAVING THE ADS AT HOME.To make a more compelling home page, we created rotating advertisements that used creative photography, interesting tag lines, and strong visuals. Each advertisement featured a product in a unique way to get more
customers to buy.
MARCCSKETCHWORKS CASE STUDY PAGE 14 OF 15
CONTENT STRATEGY
JUICY PRODUCT DESCRIPTIONS.To compel users and put them in a buyer’s state of mind, we needed to develop product descriptions that spoke in a tone our target audience could relate to. So we combed through each product, pulled out their features and benefits, and created brief, compelling descriptions that would gain our audience’s interest while staying in line with Marcc’s communication goals.
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