Our design approach
We were commissioned at the same time as By Malene Birger got a new Creative Director onboard which means that our work was part of a major shift for the brand. Our task was to interpret the new direction for the brand without having actually seen any of the new clothes - not an easy task.
We went ahead with the feeling we had had from the initial talks, and the finished product actually ended very close to our starting point. An aesthetic simplicity with a calmness surrounding it.
From a UX design perspective our approach was very much about building on best practices and proven theories in a mobile first setting, springled with some forward thinking ideas about activating shop functionality in editorial content and giving some extended possibilities in regards to the editor experience.