Constructing the Homepage

 

The critical editorial goals for revamping the homepage were: 

 

• Implementing sentence casing all-around (previously title case)

• Establishing an elevated, luxury-inspired voice throughout the entire site

• Aligning on module hierarchy with the site merchandising team

• Simplifying copy for buttons, product and category tiles, banners, and titles

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When deciding on the homepage layout, we elected to highlight the newest collections at the top and push the best-performing departments higher up the page. The lower half of the storefront would showcase brand moments and older (but still highlight-worthy) collections.

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​The modular design allows for easy reorganizing and hiding the unneeded modules. 

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Established Copy Guidelines

 

• Sentence casing for all headers and subcopy except collection titles like “The Father’s Day Shop”

• Title casing on all buttons and CTAs

• Short titles with an elevated tone — move away from fluffy, cheesy copy

• Buttons should be clear and to the point

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