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Swimwear has historically been a cluttered industry, however there are very few options for moms loving mid-life to maintain their sense of style and offer support. Introducing The Stylest System – a new body-boosting swimwear brand. Sweden Unlimited was brought on to help formulate the entire brand image and create a website and content as beautiful and thoughtful as the products themselves.
Stylest System is a brand new concept that is part swimwear, part shapewear, and works by combining two layers to sculpt and define the body using state-of-the-art fabrics also designed to go in the water.
Our challenge was to build a striking Shopify Plus site and create brand assets that clearly and simply explain how the product works.
One of the main focuses was on how we communicated the concept of wearing a bra UNDER your swimsuit. When the founders explained it to us, we had many questions… “isn’t that restrictive? How practical is that?”
So given this is an entirely new concept, we knew that we had to give significant thought to enabling the customer to grasp the concept and then fall in love with the designs.
In addition to the two layers, there was a third and final top layer to add further style and flourish to your poolside look while offering protection from the sun.
We began our approach by delving deep into how the product worked, and once we understood everything entirely, we were able to step back and take a 10,000-foot view.
Our solution revolved around a 1-2-3 step approach - layering and ‘building’ swimwear looks. The brand’s name emulates the personal stylist sentiment we wanted to feel in the design.
We saw our workstream parellel in three paths: Branding, Custom Website Design & Development and Content. Without time for a waterfall approach, all three streams ran together allowing the results to be holistic and informed.
With a new concept as product, it was important for customers to understand the system to remove any hesitancy. We worked with the Stylest team to roll out customer centric features on the Shopify Plus site like Try Now and an Outfitfinder Quiz to support the customer journey and remove barriers.
Meanwhile, we were also sculpting the creative aspect of the brand. Drawing on a West Coast vibe, we all fell in love with the sundrenched, Californian feel with desaturated color and a very casual sense. Part of the brief was that it didn’t want to be too ‘sexy.’ The three founders were adamant that this was about feeling good in yourself; it wasn’t a bid to impress others.
There is only one chance to make a first impression. Stylest needed to round out its branding with cohesive digital-first visual brand guidelines to inform its content creation and social imagery. Our brand book documents the Stylest brand codes, visual brand elements, and photography guidelines.
The team at Sweden Unlimited are like the Navy SEALs of e-commerce creative agencies. They manage to bring together all the Shopify bells and whistles in a way that makes sense for the customer journey and is painless for the founders. What struck us most about the launch process was their enthusiasm behind understanding our products and brand mission. They helped us with breakthrough marketing ideas, design storytelling, and even taglines as the brand values grew under their direction
The brand launched to rapturous applause from renowned press, and sales began ticking up immediately, proof that what began as something borne out of simple practicality can resonate with women the world over.
