C&A Design Style Guide



C&A design style guide

C&A is multi-channel clothing brand established in 1841 offering affordable great quality fashion. They have over 1500 stores in Europe and are major online retailers who have a growing impact in Brazil, Mexico and China. With a total workforce of over 35,000 employees, they have a large in-house design team working on delivering all manner of fashion styles for several different store concepts.

For this project I worked collaboratively with two very different agencies under the Exposure group, strategy and insight consultancy The Gild and digital design agency Exeat.




The Project

The brief was to create a central design style guide/hub for all C&A fashion designers. To inspire and ensure all clothing collections designed are consistently on brand and have the same C&A handwriting while keeping true to their defined target customers. Before I joined the project, The Gild did extensive research with C&A to determine customer profiles, content and the form the final product would follow-in the shape of a interactive responsive website. The website would act as a day to day reference for designers with brand guidelines, detailed customer profiles, anthropometric data and visual look books for their various collections.

I was involved in helping them create the user journey and the site map of the website. I also created wireframes, translated relevant content from their company brand guidelines with interactions, designed detailed profile pages and created content for collection pages.




The Design & Development

Exeat were responsible for the build and development of the site. I worked with a developer and UX designer to ensure the site would follow the designs and expectations of The Gild and resolve any design development issues. I created new UI design components, parallax scrolling look books, all assets for the build of the site, testing, and was on hand to solve any design problems during the build of the site.