Sympli designs a range of elegant lines for women with varying body shapes and tastes. Having launched in 2001, from that time, the Sympli team have worked very hard to create luxurious products to fit “every-body”. The hand-made Sympli line has been uniquely tailored with an understanding of womens naturally varying body-shapes, custom fitting every size rather than scaling cookie cutter style.
When their lead designer Abby approached us for a website rebuild, we were immediately interested in taking this homegrown company to the next level. However, we quickly discovered that their brand was in flux. Over the past 13 years the company had matured from a mother and daughter operation to a full-scale clothing manufacturer, however the company’s communications didn’t reflect the depth of their values and experience. Abbey, together with her mother Jan, the company’s founder, agreed that there was room to clarify their message and to better communicate their brand values, engaging us in a brand positioning exercise.
Understanding through immersion
Over the course of many weeks, we met with the team, discussed their vision for the company and began to refine their voice. We spent a lot of time at Sympli’s Headquarters in order to become in-tune their culture and day-to-day operations.
Armed with this deep understanding of their story and a multitude of insights, we set about creating the Sympli Brand Manifesto – a clear guide to the company’s purpose, mission and values as well as the tone, voice and aesthetic applications of the Sympli brand.
Digital strategy not design
With the brand taken care of, the web discussion was now about providing value and solving problems for their audience. With B2B at its core we needed a quick and enticing experience for retailers to browse their lines. Since they have hundreds of retailers across North America, each carrying a different line, we implemented a real-time map functionality, allowing them to update listings on the fly every week and automating co-ordinates based on store address.