Carv’s in-app Ski:IQ™ leaderboard was key to spreading brand awareness within the ski community. But Carv also wanted to create an online hub for skiers, whether they be app users or not. We created a ‘What’s new’ page for the site that would sit in the top navigation and offer updates from the team. Plus, we developed an engaging, interactive blog that could be regularly updated with winter sports content going forward.

Creating a sense of community

Since we’d developed Carv’s previous site, we took a deep dive into the analytics to discover how to get even better results. We took inspiration from market leaders, refined the colour palette, and went even bolder with typography to elevate the brand whilst ensuring the look and feel remained consistent across existing channels - including the app.

Taking the brand to new heights

Carv

We used continuously revolving 3D animations to reflect Fat Tuesday’s grab-and-go culture, as well as realistic film and photography, flyer-style torn edging, and bright neon signage - a nod to the fact that their Vegas stores are often first-stop vacation spots for those visiting the city. 

A brand that blends in, instead of just trying to fit in

To increase footfall, we created an interactive map to show users where they can grab their first (or their next) drink. Cup QR codes direct users to a location finder, and we integrated with Fat Tuesday’s third-party gift voucher platform to enable users to quickly and easily check their balance online.

A user journey that keeps the party going

Research showed that visiting Fat Tuesday was usually a group activity, and almost always part of a wider experience - be that partying, sightseeing, or hitting the beach. With a selfie-worthy selection of drinks and a ready-made audience of social media users, we added a live social feed that synced with in-store screens across all locations to show the good times never stop rolling.

A space for sharing the good times

After the go-live of the new Fat Tuesday site, we set to work on overhauling the sister brand - New Orleans Original Daiquiri. The premise and concept were the same (frozen cocktails to-go, a dated online presence), but with all outlets in the state of Louisiana, and an older more local audience to appeal to, we gave the brand a small-town, neighbourly feel. Think laid-back Southern vibes, a retro typeface and photography, and a feel-good colour palette and design that says “stop by and kick back with a cold one”.

A local, Louisiana-based little sister

Fat Tuesday

It was important that the design had a calming influence on the user. We ensured the content delivery was steady and flowing, the design was light and well-spaced, and the animations were as natural as possible. We also incorporated elemental aspects such as earthy tones, moving seascapes, and patterns and photography inspired by the golden hour. 

Creating a truly therapeutic user journey

The Waves media player resembled a spinning record, and we further customised the UI by enabling three different options: music only, voice only, and music and voiceover. We applied logic so that the tracks in the Lab playlists would only play in sequential order. And, because all progress was saved in the user’s account, they could pause content, go away, and log back in at any time to pick up where they left off. Users also had the ability to “favourite” content, and could automatically add LiveLabs to their Google, Outlook, or Apple calendar.

Tailoring the digital experience to the individual

As Alkeme’s collection of content grew, so did its subscribers. Before go-live, we built a subscription process that linked with Stripe’s API to ensure that users would only be able to access content depending on their user status: anonymous, registered, or premium. With Alkeme launching a brand new app - where all content would now be hosted (and only available to those with a premium subscription) - we adapted the site to ensure it was optimised to drive conversions, yet still retained the essence of Alkeme’s key goal to transform mental health and wellness in the Black community. 

Creating a sense of community

Taking the brand to new heights

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