THEODORE
ALEXANDER

THEODORE
ALEXANDER

THEODORE
ALEXANDER

THEODORE
ALEXANDER

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Shaped by English Heritage.
UK based luxury furniture designer & manufacturer Theodore Alexander approached us with a wish to redesign their website from the ground up.

Theodore Alexander are makers of luxury, classic furniture - the kind most of us only dream about. Recently their design style took a different direction. They wanted to take the company from victorian to modernist, and required a new online presence to make the transformation complete.

With their factories in Vietnam, Headquarters in the United Kingdom & main offices in the United States, keeping everyone on track with bi-weekly progress meetings was our first challenge. We employed a lot of remote tech: Skype, Slack & Base Camp so everyone could be kept up to date.

The client was very specific in their requst: "We want simple, clean, luxury looking website that heroised the designers enabled designers & architects to collect items for use in their creations".

With this insight, what resulted was a clean & stylish website that heroised not only the product but also the designers.

Theodore Alexander are makers of luxury, classic furniture - the kind most of us only dream about. Recently their design style took a different direction. They wanted to take the company from victorian to modernist, and required a new online presence to make the transformation complete.

With their factories in Vietnam, Headquarters in the United Kingdom & main offices in the United States, keeping everyone on track with bi-weekly progress meetings was our first challenge. We employed a lot of remote tech: Skype, Slack & Base Camp so everyone could be kept up to date.

The client was very specific in their requst: "We want simple, clean, luxury looking website that heroised the designers enabled designers & architects to collect items for use in their creations".

With this insight, what resulted was a clean & stylish website that heroised not only the product but also the designers.

Theodore Alexander are makers of luxury, classic furniture - the kind most of us only dream about. Recently their design style took a different direction. They wanted to take the company from victorian to modernist, and required a new online presence to make the transformation complete.

With their factories in Vietnam, Headquarters in the United Kingdom & main offices in the United States, keeping everyone on track with bi-weekly progress meetings was our first challenge. We employed a lot of remote tech: Skype, Slack & Base Camp so everyone could be kept up to date.

The client was very specific in their requst: "We want simple, clean, luxury looking website that heroised the designers enabled designers & architects to collect items for use in their creations".

With this insight, what resulted was a clean & stylish website that heroised not only the product but also the designers.

Theodore Alexander are makers of luxury, classic furniture - the kind most of us only dream about. Recently their design style took a different direction. They wanted to take the company from victorian to modernist, and required a new online presence to make the transformation complete.

With their factories in Vietnam, Headquarters in the United Kingdom & main offices in the United States, keeping everyone on track with bi-weekly progress meetings was our first challenge. We employed a lot of remote tech: Skype, Slack & Base Camp so everyone could be kept up to date.

The client was very specific in their requst: "We want simple, clean, luxury looking website that heroised the designers enabled designers & architects to collect items for use in their creations".

With this insight, what resulted was a clean & stylish website that heroised not only the product but also the designers.

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FIRST IMPRESSIONS
TEND TO MATTER

FIRST IMPRESSIONS
TEND TO MATTER

FIRST IMPRESSIONS
TEND TO MATTER

FIRST IMPRESSIONS
TEND TO MATTER

FIRST IMPRESSIONS
TEND TO MATTER

Because the style of furniture has recently been updated from classic victorian to modernist, the look & feel of the site was purposefully minimalistic so focus would remain on the product and not the interface.

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MAKING
PRODUCTS FINDABLE

MAKING
PRODUCTS FINDABLE

MAKING PRODUCTS
FINDABLE

MAKING PRODUCTS
FINDABLE

MAKING
PRODUCTS FINDABLE

Because the range of products was so extensive, listing pages were designed with extensive filtering to suit.

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DELIVERED
ON 
MOBLIE

Everyone loves to shop online, so designing the mobile experience was a top priority. Key to the success of the site was a mobile experience that maintained the design values – clean, minimalistic, modern – on mobile as well as desktop.

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CELEBRATING
THE DESIGNERS

To add to the “premium” of the site & bolster user behaviour of searching by specific designers, we thought it necessary to showcase & heroise those behind the masterpieces. We gave each an in-depth profile as well as their own collection. This way, customers could fill their room with certain works by a particular designer if they wished.

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SAVING WHAT'S
IMPORTANT

I planned & designed a comprehensive back profile system for the site which allowed users to view upcoming & past ordersa, save products to detailed wishlists & more.

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BUILDING ROOMS
ON THE GO

It’s also common practice for interior designers to build rooms on the go - whether it be on iPad or mobile. That means all functionality had to remain the same on mobile.

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"WE FELL IN LOVE WITH THE LOOK OF THE SITE RIGHT FROM WHEN THE FIRST CONCEPT WAS PRESENTED. IT'S CLASSY, SOPHISTICATED AND WORKS INCREDIBLY WELL."

⸻  Lizzy Freundel, Director of Marketing
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