Lacoste
French Evolution

2011 — 2014


‘Evolução Francesa’ was the brand behind the strategy content of Lacoste in Brazil.



We successfully 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



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
Art Direction: Marcos BG
Concept: Nelson Balaban / Norte
UI Design: Marcos BG / Nelson Balaban
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 UI Solution
    Live agency provided a complete prototype with features based on their UX research and a set of new functionalities. We brought some ideas for the homepage 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 that the project required.

    The Concept
    Norte Agency indicated the designer Nelson Balaban to create the 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. A very simplified and sharp version was elected to go live. The inner pages design inherited the modular grid style structure to accommodate the new loads of content.

    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.


Some backgrounds, typography and home arrangements tested for the first approvals.



The final screens had a more informative approach.




Design and art direction for brands, editorials, film editing and full-cycle digital products. Currently based in London, UK.


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