Murray’s Cheese is well known to New Yorkers, and to those who are serious about cheese. As the project took off two principal challenges became clear: help people understand the personality and tone of the brand, especially those that can’t experience it first-hand; and secondly, allow some of the more complex processes of purchasing perishables be handled online.
Initially we started with a brand immersion process that is typical of many design projects, what’s the overall tone of the brand and what have you done lately that has/hasn’t been successful? The team supplemented that conversation with speaking to the head of every department, retail store visits, attending cheese-tasting classes with Murray's top cheese monger and touring cheese caves and production facilities.
While that certainly was informative on it’s own, as we dug deeper more seemed to come out.
RETAIL STORE AS THE CENTER OF THE UNIVERSE
The Greenwich Village store is really the epicenter of the Murray’s brand. It’s not just about the aesthetics either. There’s a casual, borderline irreverent tone to everything they do. It permeated not only how they talk about themselves, but how the staff interacts with the customers in store. It became clear that while this is a brand that takes their product seriously, they certainly aren’t doing it without a certain amount of humor in the background.
ROLE OF PHOTOGRAPHY
Food is at a particular disadvantage online, and that’s before you even get into shipping. Buying food digitally means you don’t get a lot of the experience before you make a decision. Photography becomes a critical part of the overall experience.
As part of the creative process, we put together a photography direction that harnessed the limitations they had in place today, along with some samples we thought would serve them best as the direction going forward.
Many of the photograph I took onsite are featured throughout the website.
BRINGING OUT THE PERSONALITY
It’s a company that had no shortage of personality, so some of the unique features like the “virtual cheesemonger” have an intentionally cartoonish feel. Not only in the art, but in the tone of the copy.
SOLVING FOR COMPLEX BUYING PROCESSES
Building custom gifts, shipping for perishables, and solving the selection process for a novice customer were all challenges that came out of the UX design process. While these are challenges typical to a lot of food and beverage companies, the mix of challenges is very much particular to Murray’s. Being able to unwind all of these issues and keep the brand front of mind was truly a unique challenge.
Allen Brothers looked to Gorilla for a site redesign that would better align their online presence with the existing print catalogs and packaging. The project was to be a 'refresh' rather than a complete overhaul which meant budget constraints and a shorted timeline. By leveraging our Magento expertise and design chops, we were able to keep costs to a minimum while fixing numerous UX paint points and redesigning the site.
Taking cues from the packaging, we focused on a new color palette and typography to align the online and offline. The sophisticated look of the site is perfectly suited to align Allen Brothers 120 year history as a luxury food brand.
Munchkin develops clever, innovative products for infants and parents that anticipate and serve parents’ needs by focusing on “the little things” to make parenting easier.
Some of the numbers that came in post launch are 121% Lift in Average Order Value (AOV), 37% Increase in Site Visits and 201% Increase in Daily Revenue.
Iron Mountain Online Store
We partnered with Iron Mountain to accomplish a first in document management - go beyond getting a quote online and actually selling the services via an online store. There are many complexities in ordering one-time and subscription services, especially when they are customizable as Iron Mountain's offerings. We interviewed key stake holders, defined business requirements and limitations and brought our ecommerce best practices to the table. The result is an intuitive ordering experience that allows the customer to make 90% of the decisions online and then iron out any remaining details with a personal concierge.
All images are confidential and may not be reproduced.
This rapidly growing international manufacturer adn distributor of high-quality woodworking and metal fabrication equipment was looking to revitalize their brand and increase overall site conversions. The site features 4 international sites and get a quote functionality.
2010 - Initial engagement to replatform and better align web presence with marketing materials. We suggested the theme of "Built your passion with Baileigh" to drive the design position.
2014 - Baileigh Industrial returned for a design refresh to incorporate a responsive redesign.
Breville Canada needed to change their existing site that functioned as a brochure into a fully-functioning ecommerce site all within a short deadline to matchup with some highly visible marketing initiatives. We were able to implement a checkout process and account, improve navigation and user experience issues but a full redesign would have to wait.
Select photos from a 2010 photoshoot for Revolution Brewing. Photos appeared on the website, on Playboy.com and in Midwest Magazine. Thirsty?
As the resident in-house photographer I create images for Gorilla's marketing collateral and recorded Gorilla events.
Some favorite photographs from the last few years.
Reef Window Print
These designed to go in store front windows. Typically, we were supplies with a random selection of photographs and had to get creative to make an image large enough to fill the windowpane.
Ads appeared in TransWorld Skateboarding and TransWorld Snowboarding back in 2006 - 2008.