A typeface to elevate the digital brand. We chose Domaine Display for its approachability and elegance—exactly what David’s Bridal wanted to achieve as a brand. The thin serifs inspired the use of interior borders on photographs throughout the website.
A vibrant but refined palette. Our color palette with a bold coral brings David's brand into a modern light.
Addressing the variety of how brides browse and shop. Every bride is different; some brides want what's trendiest, some want a specific silhouette, and some need to be educated on how to shop. All of the browsing methods are valid and deserved space on the bridal landing page.
Supporting dozens of colors. With more than 50 colors for bridesmaid dresses, we looked for ways of highlighting these options in meaningful ways. Since color chips aren’t always easy to determine what the color would look like as a fabric and on skin tones, we added a hover effect to a color selection module on the bridesmaid landing page to let shoppers explore with confidence.
Supporting new business goals. David’s wanted to communicate that they were there for women’s major life events and therefore bring together bridal, bridesmaid, mother-of-the-bride, and prom dresses. Their marketing team recently begun two new campaigns, one for “real brides” and one for improving social and their blog. These concepts were interlaced throughout the entire site.
Filters for them all. Along with creating navigation to tie all of David’s e-commerce sites together, we established a design system for the filters used on search pages.
Supporting dozens of colors. With more than 50 colors for bridesmaid dresses, we looked for ways of highlighting these options in meaningful ways. Since color chips aren’t always easy to determine what the color would look like as a fabric and on skin tones, we added a hover effect to a color selection module on the bridesmaid landing page to let shoppers explore with confidence.
Developing a new product within the website. David’s wanted to create a digital process for bridesmaids to choose their dresses. In this product, a bride could select specific colors and styles for her bridesmaids and tracked their order progress. This product was user tested with dozens of brides and bridesmaids across the country, with final improvements made before handing off the final designs to engineering.
Summary
The new David’s Bridal website took nearly from start to launch and required close partnership with their marketing stakeholders and engineering team.
The website was a significant push into e-commerce, with tactfully-placed content, and influencer marketing via the “real brides” campaign.
While the site has evolved from our original designs in 2015, the foundation of our redesign still remains. David’s continues to maintain its lead in women’s formalwear.
