Rebrand and new website for global fashion supplier
Elite Labels is a leading supplier in the label market with clients ranging from prestigious names in fashion, much loved high street retailers and licensed brands.
Despite being part of the fabric of the fashion industry for over 40 years, their position in the marketplace wasn’t being properly reflected. Elite Labels turned to Creative Direction to develop a new identity and online proposition.
Elite Labels originally approached Creative Direction to overhaul a tired and muddled website. However, following thorough research and analysis of the marketplace, a website on its own would not bring the desired results. If Elite Labels wanted to lead the way and differentiate itself from the competition, we needed to evolve the brand to create a marketing space that design savvy and fashion conscious people felt comfortable exploring and ultimately would want to buy in to.
We started exploring different strategic brand concepts, choosing to adopt a new icon which sees a capital letter ‘E’ take form in the negative space of a progressive and dynamic arrowhead. Each corner of our icon represents one of Elite Label’s core values – agility, delivery and quality. The new branding focuses on Elite Label’s revitalised and energetic focus, with a refreshed colour palette taking a once murky olive brand colour to a new vibrant, 21st century green to get them noticed.
For the website, we art directed new photography to really celebrate the humble, and often overlooked clothing label. The aim of the photography was to demonstrate the company’s manufacturing capabilities, putting the machines, craft, experienced hands and artisan approach at the heart of the visual style.
After completing a site audit of their existing website, there were plenty of technical opportunities we could take advantage of to improve Elite Labels’ online presence and SEO potential. Bringing together marketing strategy, research and competitor analysis, we devised a new web architecture, sitemap and URL structure to improve search positions for key products. We resolved technical errors such as missing Heading 1 tags, poorly optimised images and page titles as well as missing internal links and meta descriptions.
Within six months of launching the new website, organic traffic has increased by 48% which resulted in a 43% in leads through from Google alone. Elite Labels has gone from strength to strength, attracting new exciting business accounts.