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Mariana Toledo

Singer Brasil

To celebrate the 160 years of the brand, the Brazilian Singer’s branch decided to upgrade and modernize its digital personality, restructuring the brand for the online environment. In this project, I was involved since the strategic planning thought the finalization of the digital project.

Celebrating 160 Years

The main goal was to get people interested in the subject to share content. By Studying the market, social networking, the opportunity could play in many students, sewing lovers & professionals’s benefit. There was an intense and growing movement of women of different ages interested in the universe of sewing, up-cycling, arts & crafts.

  • Year
  • Agency
  • Roles
  • 2010
  • Cherry Plus
  • Online Strategy, Brand Evaluation, Research, User Experience & Visual Design
BinocularA line styled icon from Orion Icon Library.
Brand
Research
Company’s Core Values
Competitive Analysis
chat-groupCreated with Sketch.
User Habits
& Behaviors
User Interviews
Consumer Engagement
(Online & Offline)
magic-wandCreated with Sketch.
Fashion
Trends
Analyze Market and Available Products
Color WheelA line styled icon from Orion Icon Library.
Design & Art Direction
Discovery Report
Concept Creation
crownCreated with Sketch.
Brand
Positioning
Brand Vision
Mood board
Strategy

The option to develop a network to generate & share innovative content, creating a community of ideas, because there is no brand that has appropriated this universe.
Singer Brazil brand had the opportunity to position itself as a reference for these movements and communities and to create its own territory.

In this way, the brand would consistently approach the public and make room for product launches and online sales.

Starting Point

This project has began with the immersion of the traditional brand: the major competitors, target public and opinions: from memories of sewing through phrases and songs that remember these moments. I also visited the company where the machines are made, saw Singer’s whole portfolio of products and learned sewing first steps.

Market & User Research

Fourteen consumers were interviewed, to share ideas and bring a qualitative sample of the possibilities of the sewing universe segmentation to the project.

The result of these interviews clarified how the sewing universe and the brand itself is perceived by the audience, giving realistic expectations & goals to define Singer’s digital presence:
Key Findings
In Brazil, almost no brands talk properly with the public. This exchange happens through specialized blogs, not linked to brands.
Flickr and other networks such as Facebook didn’t cover the sewing universe topics, missing pages, and groups that could generate relevant content for users interested in sewing.
The target audience would usually interact with networks and with other users more often than other categories.
The young audience acts mainly on twitter. Giving users a bite-sized type of content would the right way to share information, to strive, types of content would also include informational, short videos, bringing users closer to the brand.

Sewing Patterns could be a great deal, by offering them for free to users, engaging large groups.

Stories & Tradition

This project began with the immersion of the traditional brand: the major competitors, target public and opinions: from memories of sewing through phrases and songs that remember these moments. I’ve also visited the company where the machines are made, saw Singer’s whole portfolio of products and learned sewing first steps.

To organize all the collected material, I’ve resumed everything that I’ve learned and experienced in post it notes.

Starting with these words in a small pieces of paper, all these songs, techniques, loves, movies, landscapes and emotions came through a big reference image on the wall, the semantic panel with the brand’s core values.

sitemap, complex sitemap

Wireframes

These new pages were designed to show and check some different points of view of seasonal trends. In the first example, I’ve designed the “Python” trend: with snakes mixed with products and a little paragraph about when it had begun and how to use it. Another example is a blogger showing her favorite trends and products at the website, with quotes, pictures, and a short bio, her character and references are essential for the construction of the page.

Visual Design

E-Commerce

Blog

Learnings

This project took me three months to have it all done. From immersion, visual design conception, wire framing and design screens, this job also had lots of affection and learning involved, since the brand is part of my personal history, even before I decided to be a designer.

Mariana
Toledo

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