Team members within the Digital Technology Experience group were brought together to brainstorm and reimagine the future of the brand.com consumer experience. Grounded in research that had been done, we created a forward-looking, consumer-centered vision for how brand.com could evolve to inspire, engage, and connect more deeply with consumers.
PROJECT MUSE
The Future of Brand.com
THE RESEARCH
This project was informed by a comprehensive body of consumer and competitive research, offering a clear view into evolving journeys, expectations, and content needs across digital touchpoints. These insights shaped a future-focused vision for brand.com that was both aspirational and grounded in real consumer needs and expectations.
THE working sessions
Working sessions brought together team members across disciplines to imagine what brand.com could become. Informed by research insights, the team shared inspirational ideas that helped shape a clear, forward-looking creative direction.
The PITCH
Research uncovered three core roles consumers expect from a brand.com experience: education, guidance, and reflection of the brand’s values and story. Aveda was selected as the brand through which to explore and express this conceptual framework.
The FINAL PRESENTATIOn
The final prototype was presented to the CEO and Board during the annual online strategy session, receiving an overwhelmingly positive response. It was then shared with brand presidents and senior leadership as a North Star for the future evolution of the company’s brand sites.