Our goal was to effectively create an evolution of their existing identity. We wanted to inject a fresh, clean and contemporary look that brought Shackletons into the 21st century.
The site content itself is more reminiscent of e-commerce, with Shackletons' huge range of different products which don't just simply cover traditional chairs. This area was given particular attention, with a responsive system put in place so that the amount of clicks for a user to navigate through to different products is considerably dropped.
The key considerations throughout all design and development of the website were space, and pace – Shackletons chairs are manufactured at a very high-quality, and this impression was absolutely essential to communicate amongst the elements which give it the life it has. Space is used visually throughout, and pace differentiation maintains the attention of a customer whilst not being too distracting, and these were key to the success of the site.