Lacoste French Evolution

2011 — 2014

‘Evolução Francesa’ was the brand behind the strategy content of Lacoste in Brazil. We turned over their blog into a fashion curatorship portal, recreating all content showcase and management. Working closely with Live and Norte, we designed and coded from content management system to interface, an entirely new end-to-end product.
Roles in this project: Digital Producer, Art Director, UI designer

Agency: Live
Creative Director: Mauro Silva
Creative Manager: Pedro Perurena
Producer: Marcus Vinícius Lopes Martins
UX/Usability: Fernando Maciel
Digital Producer: Marcos BG / WNOVA
Brand Design: Hardcuore
Artist Representation: Norte
Concept Design: Nelson Balaban / Norte
UI Design: Marcos BG / WNOVA
Development: Jaison Niehues / WNOVA
    The Challenge   
    The goal was to turn their successful in-house blog into an online portal, with constant updates from countless featured collaborators (stylists, designers, bloggers, photographers and trendsetters). As the project got bigger, it required rethink all content management and permission levels. 

    The UX/UI Solution
    Live agency provided a complete prototype of features based on their UX research and new functionalities. We brought some ideas for the home like menu instead of tabs, modular content stacks, fluid random arrangements for home and inner pages, and social media integration. In the backstage a WP engine was elected to run the new platform with the capacity and flexibility we needed.

    The Concept
      Norte Agency brought the designer Nelson Balaban to create the first UI concepts and backgrounds. Lacoste gave us freedom, so we drove a serious pack of options until we decide along with the agency for a definitive style. Then we developed the inner pages design following the modular grid and the simplicity.

    The Outcome
    A customized CMS and an entirely new front-end interface, now ready for massive updates and completely manageable in terms of content and form. The project was live for almost 3 years and was the main channel between Brazilian creatives and the Lacoste brand.

✺ Marcos BG is a designer, art director and film editor based in London UK. Currently available for freelance, remote and permanent work. Please use the links below to get in touch.

Pinterest · Linkedin · Instagram · Contact

© 2020