Redesign of the Yellow Korner website: Incarnation of the new brand platform
The client: YellowKorner, Publisher of art photography
YellowKorner is committed to bringing art photography to everyone's life by revealing the talents, the narratives, and emotions hidden in each shot.
My Role on the project: As lead designer, I spearheaded the UX/UI team, shaping the product design direction and artistic vision for the new website. Through client workshops, I ensured our vision aligned with their needs and goals, while overseeing the production of all design assets.
The project context: Yellow Korner is embarking on a new development path where digital becomes the commercial cornerstone, carrying the new positioning: "YK, premium interior designer."
The problem:
#1 A brand that is running out of steam, needs to be dusted off
#2 An "aging" clientele and a target to be reconquered
#3 A value proposition that has been lost over the years
The method used:
- In-depth UX audit of the site and identification of existing "gaps" and corrections to be made on the basis of the existing technical architecture.
- Workshops with the client
- Wireframe creation (UX)
- Evolution of the graphic identity
- Design of page UI mockups (Desktop - Tablet & Mobile versions)
- User testing to validate paths & graphic identity
- Agile mode project realized on Figma
The goal: Digital technology key to Yellow Korner's new positioning as a developer of photographic emotions.
#1 Assert its leadership status: defending photographers
#2 To have a innovative vision of the profession: the photographer's wine merchant
#3 To build a brand with character: a well-defined personality
The site will have to be used to understand this positioning and provide a concrete translation of benefits for the user.
The response: The 6 digital choices, to embody the new brand platform:
#1 Promoting the brand, its history, and Yellow Korner's struggle since its creation.
Enrich and densify the brand story. Present the manifesto on the site. Recall the commitments of the creators of Yellow Korner. Share what guides the choice of works, themes or referenced artists, selections. A brand content, which must be interwoven sparingly and dosed with "commercial" content, and isolated from the transactional part.
#2 Embodying the artists and justifying the choices "Revealer of talent & artists".
Present the story of each artist, his personal commitments. Detail their careers (CV, exhibitions). Embody them through photos or presentation videos to "humanize" them, podcasts. Present the works in their entirety. Explain what motivates Yellow Korner in the selection of the artist ("verbatim" of the artistic director for each artist) Creation of a "reveal" corner of the month.
#3 Emotion at the heart of the system: Creation of a section "The inspirations".
Give the possibility to "follow" an artist selected by YK. Suggest similar artists, when browsing "lookalike"
#4 Restoring value to photography, defending the uniqueness of this art.
Highlight the limited editions of the works. Offer signatures to bring even more value to this purchase of art photography. Offer innovative formats, promote the lab. Play the rarity card for special offers.
#5 Commercial efficiency: A simplified tree structure & a new purchasing process.
#6 Modernity and personality: A guarantee of longevity, modernity comes through graphic codes that embody elegance simplicity, fluidity, but also an inspiring dimension, at the crossroads of the worlds of decoration and art. To give the brand a well-defined personality.
The result and impact: A premium and modern e-commerce site that showcases YK's excellence and unique know-how. A smooth and efficient purchasing process. The website has been well-received by users, with a significant increase in traffic and sales. The website has been praised for its design, user experience, and functionality.
Agency: Havas Paris Lead Designer: C.Boscher UX/UI: A.Jaeck - C.Fabre
