Michael Deshayes

Corlection started out as a small business with big global ambitions, I am thankful to be a part of their growth to where they are today. With two physical stores in Australia and a strong global ecommerce customer base, Corlection has become one of the world leaders in quality clothing and accessories.

I've worked closed with the business owners over the years to achieve their business goals through branding, product design, photography and customer experience design. The following is a selection of the many projects.

Branding

Creation of a symbol based logo

Whilst having an great reputation via word of mouth, the digital and physical branding of Corlection was fragmented, inconsistent and non-reflective of the target audience's aesthetic preferences.

After many iterations and thorough reviews, I re-imagined how the brand communicates to better reflect the image and persona.

Aside from the standard branding guidelines, the brand also requires flexibility to align to seasonal marketing campaigns whilst maintaining consistency and existing trust.

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Spatial experience

As a dealer of physical goods, the in-store experience is paramount to the customer experience as well as retail sales. With the opportunity to assist Corlection's Sydney store move into a larger premises I led the spatial design of two storey plan.

The completed fit-out

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Understanding how to utilise the space

As a starting point, my experience in their previous stores helped understand the requirements of both customers and staff. Considerations such as common customer behaviours, product merchandising, storage and security played a huge role in the overall design.

Solutions for customer and staff needs

From the ground up, I designed the fit out to meet the gathered requirements and captured feedback from customers as well as staff. Custom fittings, storage units and shelves were constructed on site to specification.

In addition to the fittings, I designed custom furniture was manufactured and imported to achieve the final solution.

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Digital experience

Over the years, alike the businesses physical stores their digital platform had become un-able to meet both customer and business expectations. I led the consultation of re-platforming & migration to a more scalable ecommerce platform.

Evolving to meet customer & staff expectations

With the re-platforming also came the opportunity create an omnichannel experience. Customer and sales data was now in sync across all storefronts making for a better customer experience and provided the businesses with more accurate information to review and make future decisions from.

Continuously pursuing a 'better' shopping experience

On-going incremental enhancements are made to ensure the digital experience is meeting the needs of customers and their buying behaviours.

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