James McCabeLeading a digital transformation & e-comm redesign
James McCabe is a heritage watch brand founded in London in the early 1800s, which built an international reputation for their timepieces and marine chronometers. Famous patrons included Lord Horatio Nelson & George Washington.
We were approached by a team of passionate watch enthusiasts who wanted to jumpstart the brand using modern processes, a hit of street culture, but still retaining the core values of the brand around quality and design.
A sophisticated and clean UI to focus attention on the watches and subtle use of lifestyle photography throughout the purchase journey to reinforce their positioning.
Awards & recognitionCreative Review
DeliverablesPersonas, Positioning & Shopify e-commerce
Black for a premium and cinematic feel, combined with subtle greys to create a neutral backdrop and elevate the product.
BlackR0 G0 B0 #000000
GreyR243 G243 B243 #f3f3f3
Grey 2R233 G233 B233 #e9e9e9
Grey 3R123 G123 B123 #7b7b7b
Body copyRoboto Light
Repositioning the brand
Following a series of collaborations, the brand identity had started to become diluted and its positioning unclear.
Through market research, we developed detailed personas to refine their tone of voice and aesthetic and inform the subsequent website redesign.
- Market research
- Competitor benchmarking
- Persona creation
- Content strategy
Sophisticated shopping experience
The customer experience was at the heart of this project and it had to be consistent with the premium nature of the product. We created a clean UI which was sharp and precise and enables the user to quickly browse, search and filter their extensive catalogue.
We used subtle animations and transitions to create a luxury feel and strategically placed trust marks and calls to action to maximise conversions without undermining the brand.
The team at Superrb have been great collaborators and partners. Their approach to understanding our business, our brand, our marketing, was evident in their work and communication throughout. They are curious, interested and attentive to existing and potential issues that demonstrate the far reach of their thought process. They offered practical, insightful and user-friendly suggestions and a commitment to great work that is nonetheless always housed in a friendly relaxed manner which makes working with them a pleasure.
Digital storytelling + commerce
Throughout the Shopify e-commerce experience, the product never falls from focus. This is product storytelling.
After research led us to understand the rich narratives around the inception and development of James McCabe products, the pairing of product and experience was a seamless one. The strategy and design brings its craftsmanship, attention to detail, and distinct personality to the fore.
Clearing the path to purchase
We instantly recognised the key role social media would play in driving traffic to the website and elevating the brand, so we created a stunning blog as the hub for their content marketing with landing pages for social campaigns.
This gave them a platform to support their marketing activities, and keep the main user journey focused on conversions.
Truly responsive e-commerce
As website traffic was dominated by mobile devices, we created a truly seamless experience across all common devices from day one. Using specialist software we were able to monitor and analyse behaviour and fine tune the mobile shopping experience to generate a significant uplift in conversions.