With a history spanning over 180 years, Tetley has become a household name for tea lovers worldwide, selling over 60 tea bag varieties across 40 countries. When Tetley wanted to build a new website to showcase its global brand, BORN was engaged for its design and technology expertise.
Business Objective
Tetley chose BORN as its design and technology partner and Acquia (Cloud Site Factory) to build a unified website platform for its global tea brand.
The objective was to create new content for 4 regions (US, India, Canada, and the UK) for its new categories’ sections for PDP pages.
The Challenge
BORN’s biggest challenge was to create visuals that would work for all locations, while still considering local preferences and cultural differences.
The team had to work remotely, collaborating with each team to ensure they knew each region’s exact requirements for imagery.
Artfully Planned Photoshoot
BORN’s team meticulously planned the shoot with our art director, photographer, and stylist, creating detailed scamps and props lists for each shot.
Creation of a suit of asset for a full e-commerce and tactical activation
Lifestyle and category images, to use across HP, PLP, PDP, with some variations for each different region.
Contents delivering a localised visual strategy while offering an overall global consistency
The team mapped out the style of light and colours to use to create a consistent look and feel but using different types of props to translate the various kinds of different “tea rituals” specific to each region.
Seamless multi-country workflows
Thanks to BORN’s in-house Cito software, Client teams, in multiple geographies, could mark up specific change requests and amends, where required, ensuring a unified approach across all regions.
Yves Saint Laurent Beauté is the cosmetic line of the eponymous Parisian couture brand. Established in 1964, it offers a range of products across make-up, perfume, skincare, nail care, and men’s grooming products.
In the wake of Saint Laurent, who showcased the spirit of the times for nearly 40 years, YSL Beauté continues its unbridled love affair with women to create, shape and develop modernity.
The Challenge
Requirement for high volumes of product photography, with a combination of models and still life – within one day.
Solution Highlights
Running multiple sets at the same time with additional resource to maximise model usage and content output.
Mobile optimised assets for social media
All the visuals created for this campaign were both destined to point of sale and social, which BORN needed to take into consideration when creating its compositions.
Complemented product & setting
The team shot products on different backgrounds, playing with a palette of clear colours and textures as well as reflective perspex blocks, which would nicely complement the product and offered more variations to the online catalogue.
BORN added some soft-gel colour effects in post-production to add more depth and volumes to the visual, for a more elevated look.
Penhaligon’s is a British perfume house founded in the 1860s by William Henry Penhaligon, appointed Court Barber and Perfumer to Queen Victoria. Today, Penhaligon’s (part of PUIG) is still crafting exquisite perfumes that capture the essence of British elegance and refinement.
Business Objective
Penhaligon’s wanted their upcoming Christmas campaign to capture all the magic and merriment of the season. They reached out to BORN to created a campaign that would transport consumers into a “Penhaligon’s World of Wonder.” The goal was to share the campaign across multiple platforms, including point of sale, social media, and print.
The Challenge
BORN had less than a week to shoot images for a campaign that needed to feel nothing short of enchanting.
BORN brought together an all-star team of prop stylists, creative retouchers, photographers, and producers to achieve this magic.
Precise and accurate interpretation of the Client’s initial Vision
BORN managed to bring to life and in 3D an idea that was initially only scamped on paper.
Effective shooting methods
The team used subtle soft light and long exposures to bring this vision to life. This mix created a stunning glare and lens flare that perfectly represented the lighting of a circus tent.
Efficient on-set production
The shoot was broken down into various themes, each of which could be used separately or combined to create a cohesive and captivating campaign.
Creation of a suit of asset for a full e-commerce and tactical activation:
With Teaser image (campaign), individual products and product bundles (gift sets), category images, to use across HP, PLP, PDP but also as a tactical push on emails etc
ET Sprayers, founded in 1997, serves as the largest manufacturer of mechanical drive sprayers globally, branded under the name Apache Sprayers. They distribute through a direct sales force of in-house dealers and independent dealers in North America, Australia, and Ukraine and operate out of a 168,000 square foot headquarters in Mooresville, Indiana.
BRIEF
ET Sprayers sought an agency of record (AOR) to assist in growing brand awareness, gaining market share in new geo-marketing, and increasing leads through an updated website content strategy, holistic digital marketing plan, and bespoke self-service tool.
GOALS
This project aimed to create an immersive and informational resource for customers, craft a cohesive content and marketing strategy, generate new leads through digital marketing efforts, and design a self-service selling tool that allows users to understand the total cost of owning an Apache.
CHALLENGE
The site lacked a unified content and SEO strategy and was missing cohesive branding. The existing digital marketing strategy was struggling to improve visits to the site and gain leads. There was also a need for a new total cost of ownership tool, which would allow customers to estimate the cost of owning an ET Sprayer based on their unique customizations. BORN assisted with content, SEO, marketing, image sourcing, DAM creation, wireframes, and web development to tackle these obstacles.
OUR APPROACH
BORN approached this project by offering creative solutions, including designing a self-service tool that enables users to input their farm specifications and sprayer needs to determine the cost of ownership. Our team also engaged in marketing, web development, image sourcing, and content strategy. These efforts saw a positive result, including a 145% increase in Marketing Qualified Leads (MQLs) with a 65% conversion rate, increased social media reach, and overall revenue growth by double digits.
GEO-TARGETING
The geo-specific ads are unique per state, including information on how specific sprayers might be best for customers’ unique crops.
HOLISTIC MARKETING APPROACH
BORN created messaging amplified through all digital channels to increase brand awareness, target specific geo-locations, and reach new demographics.
ET Sprayers, founded in 1997, serves as the largest manufacturer of mechanical drive sprayers globally, branded under the name Apache Sprayers. They distribute through a direct sales force of in-house dealers and independent dealers in North America, Australia, and Ukraine and operate out of a 168,000 square foot headquarters in Mooresville, Indiana.
BRIEF
ET Sprayers sought an agency of record (AOR) to assist in growing brand awareness, gaining market share in new geo-marketing, and increasing leads through an updated website content strategy, holistic digital marketing plan, and bespoke self-service tool.
GOALS
This project aimed to create an immersive and informational resource for customers, craft a cohesive content and marketing strategy, generate new leads through digital marketing efforts, and design a self-service selling tool that allows users to understand the total cost of owning an Apache.
Challenge
Although Lucky Brand wanted to keep many of their third-party integrations, they needed the flexibility to manage and customize online content in-house. By leveraging BORN’s SFCC accelerator, Arctic Fox, original scope allowed for minimal front-end customizations, and the focus could be on migrating their existing technology to the new platform.
Modules Library
BORN collaborated closely with Lucky Brand’s leadership to create and maintain a matrix which would catalog all technologies across the SPARC brands.
GEO-TARGETING
The geo-specific ads are unique per state, including information on how specific sprayers might be best for customers’ unique crops.
HOLISTIC MARKETING APPROACH
BORN created messaging amplified through all digital channels to increase brand awareness, target specific geo-locations, and reach new demographics.
SEO Optimization
By customizing pieces of the data layer, BORN was able to work with Lucky Brands digital marketing partner to ensure SEO success, while improving analytics and reporting capabilities.
Solution
BORN conducted a technical discovery with the team at Lucky Brand to define key priorities, user personas and brand communication and arrived at a detailed set of creative designs and the MVP for launch.
Outcome
BORN redesigned the website with a component-driven approach for reusability and reduced turnaround/delivery times. We provided input to UI/UX partners to ensure best practices and to fully leverage the Salesforce platform.
Long-term value
By simplifying the technology stack across all brands the SPARC group oversees, SPARC will be able to successfully streamline their processes, thereby expediting all activities related to their online business, while reducing ongoing operating costs.
ET Sprayers, founded in 1997, serves as the largest manufacturer of mechanical drive sprayers globally, branded under the name Apache Sprayers. They distribute through a direct sales force of in-house dealers and independent dealers in North America, Australia, and Ukraine and operate out of a 168,000 square foot headquarters in Mooresville, Indiana.
BRIEF
ET Sprayers sought an agency of record (AOR) to assist in growing brand awareness, gaining market share in new geo-marketing, and increasing leads through an updated website content strategy, holistic digital marketing plan, and bespoke self-service tool.
GOALS
This project aimed to create an immersive and informational resource for customers, craft a cohesive content and marketing strategy, generate new leads through digital marketing efforts, and design a self-service selling tool that allows users to understand the total cost of owning an Apache.
Challenge
Although Lucky Brand wanted to keep many of their third-party integrations, they needed the flexibility to manage and customize online content in-house. By leveraging BORN’s SFCC accelerator, Arctic Fox, original scope allowed for minimal front-end customizations, and the focus could be on migrating their existing technology to the new platform.
Modules Library
BORN collaborated closely with Lucky Brand’s leadership to create and maintain a matrix which would catalog all technologies across the SPARC brands.
GEO-TARGETING
The geo-specific ads are unique per state, including information on how specific sprayers might be best for customers’ unique crops.
HOLISTIC MARKETING APPROACH
BORN created messaging amplified through all digital channels to increase brand awareness, target specific geo-locations, and reach new demographics.
SEO Optimization
By customizing pieces of the data layer, BORN was able to work with Lucky Brands digital marketing partner to ensure SEO success, while improving analytics and reporting capabilities.
Solution
BORN conducted a technical discovery with the team at Lucky Brand to define key priorities, user personas and brand communication and arrived at a detailed set of creative designs and the MVP for launch.
Outcome
BORN redesigned the website with a component-driven approach for reusability and reduced turnaround/delivery times. We provided input to UI/UX partners to ensure best practices and to fully leverage the Salesforce platform.
Long-term value
By simplifying the technology stack across all brands the SPARC group oversees, SPARC will be able to successfully streamline their processes, thereby expediting all activities related to their online business, while reducing ongoing operating costs.
Founded in 2014, PopSockets is a leader in designing and selling grips, mounts, and wallets for smartphones and personal digital devices. PopSockets sells its products directly to consumers through its eCommerce site and in partnership with brick-and-mortar retailers. In 2018 PopSockets LLC was listed as #2 on the Inc. 5000 list of the fastest-growing companies in America.
BRIEF
PopSockets sought to redesign its current Salesforce Commerce Cloud site to be mobile-optimized and appeal to its target audience through engaging content and user experience.
GOALS
The project aimed to reimagine a responsive, personalized customer experience for PopSockets by leveraging BORN’s creative and content expertise. Our goal was to design a flexible framework for PopSockets to support its new product launches and initiatives.
CHALLENGE
How to better understand PopSockets’ customer base, cater the digital experience to their preferences, and attract a new generation of brand enthusiasts.
SOLUTION
Our approach was to maximize customer lifetime value by identifying key personas, goals and tailoring the purchase experience to their needs. We also partnered with the PopSockets team to develop a new direction for the brand’s global vision to impact social and environmental change while weaving their brand DNA into each customer touchpoint.
BALANCING DISCOVERABILITY & EFFICIENCY
We used our findings from a Card Sorting exercise to overhaul the site’s Information Architecture and redesign the navigation. By reorganizing the site structure and strategically placing copy and images within the navigation, we aimed to seamlessly guide users through PopSockets’ wide assortment of products.
PERSONAS & PERSONALIZATION
We identified four target personas and designed an experience that kept their needs and goals top-of-mind. We also looked for opportunities to serve up personalized content and recommendations for these personas throughout their purchasing journeys. Since PopSockets’ unique products work well together as an ecosystem, we included playful educational moments to illustrate possible combinations and encourage experimentation.
TELLING THE RIGHT STORY
BORN created a high-level content strategy to help PopSockets tell the right story to their target audience. The deliverable included a brand statement and guidelines, tone and voice, content strategies, and a high-level SEO audit for improved search results and page placement on search engines. This equipped the client with the confidence to produce compelling, consistent content in the future.
A FRESH BRAND IMAGE
Our goal was to take a fresh, modern approach to the brand’s visual language while retaining PopSockets’ playful brand identity. The result was a tappable interface with simple, intuitive interactions that lets the youthful energy of the visual elements shine through.
OUTCOME
BORN was able to deliver the site redesign within six months, from discovery to launch. With new features, an updated interface, and refreshed content, PopSockets now offers a more engaging, user-friendly shopping experience.
LONG-TERM VALUE
We plan to continue partnering with the PopSockets team to realize their vision of allowing users to fully customize their bestselling products through an innovative purchase flow.
