Digital style guide for outdoor brand
Expertise
Duration
Challenge
Deuter, a long-standing companion in mountain and outdoor sports, needed a website that reflected the new corporate design and clearly communicated the brand values such as a thirst for adventure, reliability and closeness to nature, while the website not only had to be visually convincing, but also redefine the brand digitally and at the same time be able to be integrated into the existing technical system.
Solution
We developed a user-friendly UX/UI design based on the new corporate design and created a digital style guide according to the atomic design principle. With an emotional video introduction and a minimalist but effective product design that focuses on the brand, the new website brings the Deuter values directly to the users, resulting in a website that appeals emotionally and can be seamlessly integrated into the existing technical infrastructure.
Transporting the ‘Why’ to the outside world
For us, a new website means more than simply transferring the existing style guide into digital components. It was important for us to understand the brand from the ground up - also with regard to the digital presence. With the help of branding techniques such as Simon Sinek's ‘Golden Circle’, we followed the core of Deuter and used the ‘Insights’ as the centre for the conception of the digital platform.
High feelings and outdoor enthusiasm through immersive user experience
‘Deuter gives you the freedom to do what you love’ - the company's vision should be conveyed right from the start with an emotional introduction to the website. An authentic video showing athletes with Deuter products in action awakens the spirit of adventure. Here, users identify with the real footage of outdoor experiences. In addition, a vertical product banner refers to Deuter products appearing in the video, thus shortening the user flow with a direct path to conversion.
We designed the products themselves to be minimalist, almost striking, with plenty of space to make an impact instead of focussing on e-commerce functions. We deliberately placed important information about the products such as colours, sizes, prices etc. at a distance from them and ensured that they were accessible to a broad target group through targeted accessibility measures. The mobile-first concept also includes easy-to-use sticky navigation for the most relevant shop navigation points such as the shopping basket, filter and reminder functions.
Stories connect users with brands
Real-time content formats from social media promote the appeal to younger target groups. We focus on individual stories from personalities and mountain sports enthusiasts - contributions that only link the products in a smart way at second glance. The hashtag #deuterisforever invites users to share their own Deuter experiences. Embedded Instagram feeds on the product detail pages also tell stories about customers and their outdoor experiences with the products and encourage users to become part of the community.
