We stepped up Ace & Tate's omnichannel presence with a refined brand positioning, coherent design language and a North Star for aceandtate.com
Ace & Tate
Through intensive collaboration with the friendly people from Ace & Tate, we worked to strengthen their position as an omnichannel leader in the optical world.
Coming soon...Design Sprint Refined Brand Positioning Design System North Staraceandtate.com
We kicked off our collaboration with a design sprint. Gathering various stakeholders from Ace & Tate in one room to define the brief for both their newest flagship store as well as their North Star: a prototype on what aceandtate.com should be within two years.
Our first job was to refine their brand positioning and overall look and feel. This, we accumulated in a comprehensive and workable brandbook.
The refined positioning led to a clearer and more directive brand purpose. Thus, to create more consistency in the visual language of the brand, we introduced Opto, a design language ruled by 3 principles: multilayered, adaptive and empathetic. Easily applicable on all touchpoints.
We applied Opto on their North Star, a prototype that envisions what aceandtate.com should be within two years, designed to serve users with a frictionless journey over all channels.
With the North Star we provided their internal team with a vision to evolve towards, whilst learning what works and what doesn’t along the way.
It’s great to see how our work is currently shaping and strengthening their position as a true omnichannel brand in the optical world.