Crafter's Toy Box isn't new to the internet scene. Starting as a mail order catalog company, they migrated to an online store in the mid 90s when the internet was still young. After an SEO company wrecked their website and broke contact, they turned to us for help. We not only rebuilt a new website, but built it on a newer, better platform.
Over the years Crafter's Toy Box has gone through many website overhauls. Since they never had a brand guide in place, the new designs would vary dramatically through each iteration, and were generally whatever the designer at the time preferred. While it's important for compaines to keep their image up to date, major overhauls of a brand can be counter-productive. We aimed to lend some organization to the design chaos by developing a new logo and brand guideline which can be used going forward.
After analyzing companies within the scrapbooking industry, we developed a fitting color palette relevant to customer demographics. Effective logos are memorable, and we find metaphorical design is often a clever way of making a logo stand apart. In this case, we incorporated scissors into the design, to signal relevance to the cardmaking and scrapbooking hobby.
With over 6,500 SKUs, organizing this store and migrating products into a new CMS/ERP system was no easy task. But the benefits are clear. The prior website was showing its age, would break on mobile due to poor programming, and used a shopping cart which lacked capabilities online shoppers expect. The new Crafter's Toy Box not only looks beautiful, but is powered by a system which has dozens of new features to help it compete with other major e-tailers.
Our responsive design gives customers the ultimate in convenience. Every page of the shopping experience is mobile ready.
So whether customers want to browse products and place an order, or just want to login and check their order status, everything is at their finger tips.
With a bevy of new features and a fully responsive e-commerce platform, Crafter's Toy Box is better positioned in the market to compete with other online stores.
The greatest take away for us is the improved user experience. Differentiating yourself as a retailer can be difficult, but one way is through the shopping experience. If that experience from browsing, to checkout, to delivery is easy, convenient and enjoyable, customers are more likely to return.