Domakaya

Initiate

Friends understood the business very well, but during the Initiate phase we established that it was time to create an integrated online shopping offering. Both sides brought new inspiration to the table, creatively the desire was to position Domakaya as a now established womenswear label (having exhibited at international Fashion shows, press exposure) and to move the conversation forward with new seasonal lines and a diversified range of products. We also realised a few key points - The butterfly had become a powerful brand carrier and identified Domakaya in the market place, the company wanted to showcase all the previous seasonal launches (10 seasons in all) and the international market sought to buy from them directly as well as through stockists.

Create

Our visual research led to a route whereby we presented emotive homepage videos and merged flash and html seamlessly to maintain an overall quality to the site. The site designs are flexible and separate the 'brand' pages from the 'shopping' pages. The collections lead the user into the shopping section and shopping is kept clean and clear with concise options.

Produce

The website Friends delivered is driven by a powerful eCommerce backend allowing Domakaya to manage orders and update the shopping aspects of the website. We experimented with video technology to make the 'swirling' butterflies that capture the vitality and youthfulness of the brand, and used Flash to create stylish collection pages. The rest of the site can be managed internally (stockists, press etc).

Maintain & Grow

Since the launch of the new website we have seen Domakaya work hard to reach a tough market. We continue to work with the brand strategically and have introduced them to the wonderful world of email marketing. We have created and sent a small set of campaigns, both for existing customers and also for new converts to Domakaya.