Unlabelled is not just a clothing company, it is a community of strong, inspirational, and trailblazing women, using clothing to empower all to feel good in their skin. Originally born as a book to promote the unconventional within the beauty and fashion industries, the brand continued to escalate as the book flourished. Unlabelled developed with the purpose to express the diversity of women through self-discovery and self-expression, and continues to use this concept to change, influence, and empower.

Having recently underwent a rebrand, Natalie, founder Unlabelled was referred to Early Riser through their brand designer <a href="http://applecoredigital.ca/">Apple Core Digital </a>to give their website some much needed updates. The first version of the website was lacking in user experience, wasn’t easily to shop, and was missing an overall cohesive feel. Though Natalie is tech savvy and built the first website herself, she identified the need to bring a true professional in to have the new website taken from the first iteration to an improved final product.

Early Riser began with a strategy questionnaire to better understand the business landscape of Unlabelled (target market, competitors, inspirational brands), as well as to determine what they were hoping to accomplish and how best to work together on the project. The goal for the website was to increase conversion, and build brand trust and reputation. From the inspiration Natalie supplied, Early Riser sourced clean, minimal templates from Shopify which featured a neutral palette and whitespace to highlight the product imagery. UX recommendations were put together based on identified business goals and overall functionality of the website. The website was designed for mobile, desktop, and was tested on all screen sizes in between. Unlabelled has a growing product catalogue which was becoming difficult to manage, and hard to scale. Understanding the competitive landscape, how customers typically shop for clothing, and what made the most sense for Natalie and her team, Early Riser put together a system for grouping and categorizing products into logical, and shoppable collections. This ensured customers would easily be able to find what they are looking for, creating a more seamless user experience. Additionally, the collections were automated to help save Natalie and her team time in the future as their business continues to grow. Early Riser also created a client portal, supplied launch and post-launch support, training videos, and stylized mockups for the team to seamlessly deliver the sophisticated new Unlabelled website.