Since 2014, Truvelle saw significant growth in their company thanks to Gaby and her talented team. As the company expanded and moved into its new 9000sqft studio space, it was the appropriate time to redesign their website from a simple boutique site to a more matured website that would accommodate their growth in the coming years. We took this opportunity to also reassess the brand direction which would help inform the look and feel of the new website.

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New type treatment inspired by classic sheet music and novels

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The growing website was the initial reason for a website redesign. A new and well-considered sitemap was necessary prior to the conceptual design

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Initial wireframing

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An updated moodboard with darker tones and warm earth tones

Discovery
As we understood from Gaby, the model “Truvelle girl” is one who is grounded, relatable, intellectually witty, and cool yet approachable. That description was the basis for establishing the personality of the website and brand messaging.

The idea of an intellectual individual led us to find classic novels and books as a source of visual inspiration. And as silly as it sounded, we asked ourselves, "What would it look like if the new Truvelle website was like a book?"

We created a new moodboard for the overall direction and revisited the typesetting standards for the brand. The new brand direction would utilize hints of darker tones and warm earth tones to give contrast to the chiffon whites and creams of the wedding dresses.

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Homepage

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Collection page

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Product page

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Lookbook and Stockist page

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Mobile screens

Website Design
The final design of the new website utilizes a symmetrical two-sided layout of content in numerous sections in reference to the page spreads of a novel. Truvelle’s list of stockist had grown dramatically and the frequency of trunk shows and events have also increased. One of the main goals for the new site was to redesign the homepage to showcase all the activities and new collections of the brand at a quick glance. With the new homepage, we now could announce a new accessories collection up top while still displaying the latest dress collection further down the page. The lookbook and stockist pages were also redesigned to reflect their existing printed lookbooks and collateral material.

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Sector
  • Web
  • Location
    Vancouver, Canada