PROBLEM

In 2022, Crimson recruited me to transform their existing E-commerce platform in order to increase their online presence and sales, as well as to encourage lead generation for their design services and seasonal floral preorders. Their online sales traffic had fallen since reopening their physical storefronts to the public, and merchandising their large, rotating product library (5000+ SKUs) had become increasingly challenging.

The company also desired assistance with updating their brand assets to reflect their evolution and growth. The owner has curated a strong brand vision and presence over the company's years of operation, and for this reason preserving the distinctive features of the brand and tactile shopping experience while elevating their branding across web and social needed to be approached with care.

SOLUTION

As the in-house E-commerce Marketing Manager for Crimson, it was important to me to produce a visually striking rebrand for web and social that preserved the company's moody aesthetic while remaining accessible and product-focused. I took inspiration from the hues of the shop's abundance of dried florals, repeated snake imagery, and ceramics to develop a palette that served as a complementary backdrop to the vibrant images of in house photographer Sakara Birdsong. This palette, accented by vintage botanical illustrations, allowed text and image to easily intermingle on the page while preserving the shop's dark aesthetic.

All brand assets, including logos, story templates, product packaging, shipping supplies, signage and e-mail layouts were updated to reflect this design upgrade.

In terms of web optimization, all products were re-merchandised to streamline the shopping experience and optimize upsell funnels and automations. In-text SEO and product data were rewritten and restructured following keyword research to reflect shop's voice while optimizing for search. 

Following this redesign and sitemap restructuring, product library was integrated with Google, Shop, Pinterest and Meta commerce. With the addition of Google, Meta and Pinterest commerce integrations, organic and paid marketing strategies, increased community outreach and content coordination across all social channels, Crimson's online traffic increased  by 84% and conversions by 72%. Google Ads optimization to target local customers for lead generation, local shopping and click collect purchasing increased local visibility. PMAX and conversion campaigns to target national audiences, boosted product search placement to amongst top 2% of page results. Sales attributed to search jumped by 72% with a 33% rate of growth.