Christine Designs
Showcasing beauty, artistry, and quality craftsmanship.
Making women look and feel beautiful for over 40 years, Christine is a creator of luxury silk intimate apparel and loungewear. Having built a loyal following of silk-enthusiasts over the years, Christine consulted Railyard Lab to captivate a new generation of silk-lovers with a refreshed brand identity and website.
Appealing to the emotional aspirations of Christine’s current and future audiences, I helped my team develop a rich brand strategy and a mobile-responsive eCommerce website that showcases the everlasting beauty, artistry, and impeccable quality of Christine’s pieces.
Project Type
Brand Strategy
Creative Strategy
UX & UI Design
Website Development
Verbal Identity
Social Media Strategy
Year
2019, Railyard Lab
Capturing Christine’s timelessness and elegance.
With Christine being an established name, it was important to honour the existing brand equity and highlight what the original identity represents—beauty, romance, timelessness, and elegance.
Retaining the most recognizable aspect of Christine’s brand, the refreshed identity utilizes the original serif logotype with increased kerning to convey luxury and confidence. Inspired by the fluidity of silk, the leg of the ‘R’ is extended to create movement and flow. The original hand-drawn rose bouquet is refined and updated as a single rose and circle motif which represents connection and inclusivity.
Original brand identity.
A balance of luxury, romance, and modernity.
The primary brand colours of rose and blush tones complement the traditional femininity of Christine’s pieces, while accents of a deep blue and soft grey create a modern personality.
Website Redesign
Creating an elevated online experience.
The purpose of redesigning Christine’s website was to entice guests—both new and existing—to experience the beauty of Christine’s pieces. As the UX Strategist and Designer, my goal was to elevate and tailor the online shopping and browsing experience for different guests.
Highlighting beauty, artistry, and quality.
Christine’s original website had a wholesale feel that lacked visual cues that demonstrated the quality and luxury of their designs. This became an opportunity to pursue a more artistic aesthetic that appeals to the senses and highlights the beauty of each garment.
Being inspired by Christine’s moodboards in the studio, I advocated for a photography-focused approach and suggested image collages within the New Collections page (shown below) to highlight the colours, patterns, textures, and silhouettes of each design.
Creating tailored experiences for different guests.
To ensure a seamless online experience, I leveraged insights from customer interviews to develop user personas representative of Christine’s current and future audiences. This informed the updated information architecture and allowed my team and I to craft experiences tailored to the unique needs and expectations of each persona.
Website Development
As one of the UX/UI Designers and Developers, I was responsible for creating wireframe sketches (shown below) and developing the website on WordPress using Elementor Pro—an intuitive drag-and-drop website builder that Christine’s team would be able to easily learn and maintain.
