Branding Case Study

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Aligning eCommerce strategy with brand culture

ECOMMERCE WEBSITE DESIGN
Building the Beats brand through design and eCommerce
01 —
Background
A hub for all things Beats
Beats by Dre is a billion dollar empire with a market share of over 70%. Its brand is now an icon in today’s pop culture, known for its bold and quality advertising, its roots in music and sport, and the legendary status of its founders.
Our partnership brings the emotion of the brand centerstage, creating a .com platform that embraces product-led storytelling as its strategic foundation. It’s more than a product site; this is a place where Beats becomes real, online.

Awards & Recognition

Webby Awards: 2017 Site of the Year
eCommerce / Shopping

The Story
Community, culture & commerce
Beats is all about marketing with truth. Everything it makes feels real and unforced. We created a channel in which brand inspiration, product information, and the Beats community come together.

Every Beats product has a story, and each story comes alive with in-depth information and cultural context. We connected editorial content, brand campaigns, and product stories to encourage the Beats audience to lose themselves in what they love.

User-focused, mobile-first, responsive
Directed towards the 16-24 year-old core, our eCommerce experience is designed for thumb-first interaction. The navigational structure alters between mobile, tablet, and desktop, ensuring we’re serving the user based on device type and behavior. Through a research-proven approach, we created an experience that works, looks, and feels like an app.

Establishing a new design language & standards
The new creative direction is distinctively Beats: bold, streamlined, beautiful. The design system embraces an open environment, pushing the content to hero status and the brand continually forward. Product pages now share unique stories around features and highlights; we elevated the importance of lifestyle photography and video, establishing strong art direction standards.

Improving time to market in digital
We teamed up with its teams in digital, brand, marketing, and technology. We worked iteratively to establish a system of site components that can be used repeatedly; they are flexible enough for new campaigns, trends, and product changes.
With a key focus on improving time to market and localization across 38 markets, we created a ‘digital experience manager’ that enables each region to build out its own front-end. Our style guide shows marketing teams how to use, interact, and edit the site components and code, empowering Beats to tell ‘moment of time’ stories.