Paul Fredrick wanted an overhaul of their website to better represent their Brand and provide a greater customer experience. Marketsmith dove in, finding in our initial discovery page that Paul Fredrick had some great content along with a great story, but needed very different visuals in order to showcase their products. Top on the MSI priority list were: design continuity, clearer messaging, and a layout focused above the fold.
The Marketsmith Team’s research and brand discussion with Paul Fredrick resulted in a new creative design of the landing page that focused on the buyer and the product. It’s clear and crisp, maintaining rotating feature images that keep all of the content above the fold. Key terms like “Authentic,” “Classic,” and “Polished” were identified as brand differentiators and used as a guiding brand pillar. The color scheme and language were modified to appeal to the customer, and a relatable yet aspirational image is used to move the consumer into the purchase funnel. Paul Fredrick comes across as modern and current, but not trendy. Visitors will be able to focus on the message of the Paul Fredrick brand without being confused where to look and how to navigate.