C.P. Company
A mobile app that provides a platform for a new generation of European streetwear enthusiasts to discover the C.P. Company brand.
Roles: User Experience and Interface Design, Art Direction, Project Management, User Research, Video Editing
Tools: Figma, Protopie, Procreate, After Effects
Team: Jocelyn Qiao, Ashley Wong
Timeline: 5 weeks
Context
C.P. Company is a premium Italian sportswear brand known as pioneers of garment-dyeing technology. After 40 years of innovation, they launched Bespoke Colour: a full custom-made dyeing service, however their legacy is often forgotten.
Our proposal? An app for C.P. Company where existing archival content can be recontextualized and relived.
This project was created for a senior-level user experience design course. After conducting research on a client of our choice, we were tasked to develop a meaningful digital experience that would provide value to their company and audience.
C.P. Company’s current website showcases a wealth of content that can only be found by diving through several linked pages. For the average consumer, navigation to this information has no clear incentive and thus the content is lost.
C.P. Company’s sales are dependent on 900 global retailers as their website generates only “6% of company turnover”. (WWD Magazine, 2019)
To appeal to their current customer base of millennial streetwear aficionados, their new approach must be “tangible and visible... making it accessible and understandable to everybody”.
Framing
Despite having multiple avenues for hosting content, followers of the brand are not compelled to engage. As their primary forms of digital marketing are static advertisements that lack personality, there is an opportunity to re-address consumer engagement strategies.
Goals and Insights
Archived garment collections, extensive panel discussions, detailed process videos, and the stories of the founder Massimo Osti are scattered throughout C.P. Company's online platforms yet gaining no attention. Their consumers do not feel connected to the brand because the content provided is communicated as general advertisements instead of rich stories.
C.P. Company has a wealth of hidden content that is undervalued and under-appreciated because navigation and access are not optimized for the latest generation of digital native consumers. How might we leverage its existing content to appeal to newer audiences?
C.P. Company Mobile App
The C.P. Company mobile app welcomes users into the world of Massimo Osti by inviting them to discover the intricacies of garment dyeing technology. The singular platform houses the once scattered archived garment collections, extensive panel discussions, detailed process videos, and notes of the founder. Through this fluid visual and tactile experience, audiences can foster a new found appreciation for the C.P. Company brand.
Navigation
An abstracted C.P. Company lens is transformed into a responsive dial used for swiftly previewing each section. Following the natural curve of a thumb makes for an intuitive scrolling experience.
Create
The world is your canvas with a simplified palette generator. Taking cues from existing camera apps makes interactions recognizable. Colour matching has never been easier.
Stories
Colour stories paint authentic pictures into the lives of the creators and weares of these garments. Divided into bite-sized segments, consuming each piece is a delight.
Archive
Accessing C.P. Company’s buried collections feels rewarding when it is at one’s fingertips . Deep dives do not require lengthy expeditions when content lies at the surface.
Solution
By creating a digital product that will generate awareness of C.P. Company's significant history as the pioneers of garment-dyeing technology, we enlighten audiences.
Revisiting garment-dyeing technology as a personalized, digital experience can immerse the newest generation of consumers. Beyond chromatic hues, there is a wealth of content to be explored from C.P. Company.