Style Lease/The Ivory are two fashion rental sibling businesses, specialising in evening wear and bridal wear respectively. Up until the point where I was engaged, both brands did not have a clear identity and direction. As the two brands will be moving to a new location by the end of 2021, they wanted a new digital home to complement their physical space.

Established in 2018, The Ivory was still relatively new and striving for a place in the competitive bridal market in Singapore. They needed a unique selling point to stand out in the market, and to establish themselves as a top-tier luxury bridal boutique. 

With six years under their belt as of 2021, Style Lease is one of the longest standing occasionwear rental boutiques in Singapore. Known as a reputable and reliable brand, Style Lease is a go-to for women attending formal events. With COVID-19, Style Lease pivoted into the focus of mid-range bridal wear as weddings were the only events still being held. With this new product focus and the hope for return of events, Style Lease needed a new site to re-center their identity and attract the right audience.

The Ivory For The Ivory, the client found that the brand’s language and identity did not feel elevated enough, as their customers’ expectations of the price point were often misaligned. They wanted the brand to feel more luxurious, to better reflect their selection and service. They also needed to reprioritise their webpages, with clearer menu options and user flows.

1) Visual Identity and User Experience My proposed moodboard extracted the look and feel from the original identity, while injecting an air of subtle luxury. I took reference from the white space, softly lit photography and rhythm. My wireframes were very focused on photography in order to provide emphasis on the product, while combining different layouts and interactions to keep the user engaged. The content and structure of each page was informed by our user’s goals, as well as to respond intuitively to their thought processes.

2) Content Some key points to consider when defining the webpages was that the client wanted to include exclusive content that was only available to existing customers. This included a list of preferred rates with their partnered vendors, a private catalogue detailing the boutique’s full selection and more. As this was a feature available on the web builder site Editor X, we decided to build a custom membership page that includes a personalised greeting to the customer as well as a menu to access the aforementioned content.

For the copy, three keywords that guided the content were: luxury, fashion and Individuality. This ultimately translated into the tagline: ‘Redefining Bridal Luxury.” The language used should be described as high-end, service oriented and genuine.

3) Operations On top of the website design and rebrand, I was also engaged to streamline their workflow and operations. With their expanding business and increase in bookings, the use of google sheets as a tracking system became increasingly less than ideal. Using Notion, I planned and built a new system of databases for The Ivory’s operations, with customised properties tailored to fit their work processes.

Style Lease Style Lease has a wide range of products, which corresponds with a wide target audience. This signals the need for the brand and its channels to remain accessible, while keeping to a constant and consistent identity. To do this, I worked with the team to discover the keywords that make up the brand attributes and their primary and secondary audiences.

From there, we worked to create a moodboard that best represented their identity and developed a new and refreshed logomark.

We sampled feedback from a survey sourced from their social media followers, offering $30 off their next booking. This resulted in a total of 32 responses, where we asked questions about their demographic, as well as their shopping behaviour.

From here, I designed the user flow paths according to the needs and goals of each customer persona, prioritising based on the feedback from the survey. I also spoke to the employees, and gathered that the order system they’ve been using, ROMITS, has been having issues. There were many menu options that were under utilised and the team felt it was unnecessary to maintain. 

Thus, I simplified the main menu to be leaner, with fewer options to overwhelm users.

With a new website on the way, I proposed doing a shoot to refresh the brand’s current images, and to better represent Style Lease’s new identity.

One of the attributes of Style Lease’s brand aesthetic is to be effortless. The idea of the backstage aesthetic evokes that with models who are photographed in that moment being themselves, while being dressed to the nines. This captures Style Lease’s tagline of ‘Dressing Moments’ as their mission is to create emotion and make memories through fashion.