Rock Stars & Roadies. This was our teams focus. Going through several stages of defining our organising idea, it was obvious, almost necessary to shift the focus on the real stars of the brand. The stylists of which some have been with TIGI ever since the launch of the brand. The inspiration was to go back to the roots, before writing a new chapter that defines the future of TIGI.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
One of the most iconic entities in hair fashion is about to take a brave step into digital relevancy. The redevelopment of the Professional.com and TIGI Colour Copyright ranges was managed by combining unique content, created by the artists, the involvement of contemporary photographers and yet unseen design expressions in digital. Fine, yet sharp contrasts between techniques and craft. Finally guiding TIGI through a healthy step by step approach into true digital transformation from 0 to 100.
OPERATION / FLOW / INTERACTION:
There are main themes within the TIGI experience; Education, colour creation, meet the people behind but also and most importantly the product range. We integrated so called cpls "cross product links" – with every frame, shoot, image or video, we provide links to the products used or recommend. With a simple hover via the prominent indicators and view clicks are needed to come from a great full bleed capture to the details of any product used. With follow ups and purchase and or order CTAs.
PROJECT DURATION AND LOCATION:
Initial concept took two weeks. Sign off and production 3 months. SapientNitro London
PRODUCTION / REALIZATION TECHNOLOGY:
Against typical approaches in digital, we included a wide range of printed materials to research colours, fashion, contemporary trends in particular and how they are being presented throughout the the years – outside of the fast fashion generation. That means long term/ to timeless styles versus short term non categorised trends.
That was mainly literature from daab Publishing GmbH Cologne Germany. Contemporary Fashion Photographers, Young Fashion Designers America and even monographs by Kostas Murkudis and Markus Benesch gave us the right picture to translate the mix between modern photography/content and digital appropriateness.
They were printed out in high res up to meter wide detail shots, hovering over our heads day in day out.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Responsive design was a given outcome and a spec we had to fulfil. The use of typography is usually the first witness of responsive design: Layout and content are usually being presented in a mathematical way and can appear random in the transition from tablet to mobile for instance. Our technical team did a great job and the collaboration briefings we had, made us understand and adjust the typography in a way that allowed us to find a balance between micro typography and the technical possibilities.
Fashion, digital transformation, Unilever, contemporary design
To gather real content was our premise from the beginning. We met the people behind the brand and dogged into the most prominent and contemporary fashion photographers and artist to date.
The hardest challenge was to create both a digital transformation platform in its true meaning and a contemporary ever changing CMS that would allow a brand like TIGI to move quick. At the same time we had to follow the strict guidelines and high standards of Unilever. This are things that can't be visualised unfortunately but only achieved through team work and a great development team.
TEAM MEMBERS (1) :
Yandis Ying, Greta Anderson
Fayssal Loussaief Daab Media GmbH – Contemporary Fashion Photographers
Fayssal Loussaief for SapientNitro