A self-initiated proposal for a potential brand experience website for LOCALE.

Aimed at the 27-40 professional demographic, the site would have addressed the problem of limited brand awareness among the target audience. At that time, physical shops were limited to certain Canadian cities — namely Montreal, Toronto and Calgary — and I felt a solid online brand experience would help raise awareness more than the e-shop alone could.

Visually, the site would tie in seamless to the in-store and offline brand expression, and would expand on much of the brand's positioning in the market. The playfully-composed photography combined with the mix of grotesque and elegant italic serif type worked well on-screen, and provided the right extension of the brand's overall expression.

The LOCALE brand has several strategic ties to various artistic communities and projects, and this site would have showcased those relationships by delivering exclusive online content of interest to the target audience.

Ultimately, the project was shelved due to other business priorities.