Tapestry Website
Established in 2001 as the parent company of Coach, Coach Inc. is a New York-based house of modern luxury lifestyle brands. The company’s vision of becoming a house of brands became a reality with the acquisition of its third brand, Kate Spade New York. We created a new name, identity, visual system, and website for the company to signal this change and leave room for other unique brands to join.
I was a part of the team that created the website that appeals to investors, employees, and future brands.
Agency Carbone Smolan Agency
Project Website Design
Process
Our goal for the website was to create a clear, credible, and compelling introduction to Tapestry. We wanted to position them as a company that employees like to work for, investors believe in, brands aspire to be a part of, and influencers want to know more about.
Findings
After research, the strategy team came down to 5 crucial insights:
- Compelling content is crucial for engagement.
- Inclusivity must be present in the experience.
- The website provides a huge opportunity to speak directly with investors.
- The website should celebrate each brand's unique style through the lens of Tapestry.
- Information must be simple, clear, and concise.
Sitemap
The old site heavily highlighted the Coach brand. We had to make sure the website equally highlighted all 3 brands and catered towards a wider range of audiences including employees, future brands and investors.
The sitemap was restructured to clarify that Tapestry is a holding company for the three brands. We made sure that each of the three stood on the same level of the hierarchy.
Wireframes
Due to the short timeline, we opted to create a limited number of modules that could be repeated to convey different messages while keeping the design looking fresh. This significantly reduced design and development time.
Design Exploration
Since the brand identity was still in the works when the website design started, we started sketching the visuals of key pages with 2 brand identity directions to see how the flavors of each direction could come to life on each module.
Deploying the Identity
Once the final design was chosen, we applied it to the rest of the pages. On pages that focused on Tapestry, we deployed more elements from the brand toolkit such as patterns and colors. On the pages that featured the brands, we dialed down the Tapestry brand significantly so it didn’t get in the way of the brands.
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