Redesign of one of the most sexy and glamorous brands in the world

Victoria’s Secret invited Concentric Studio as well as a number of other interactive agencies to submit design studies for the company’s website. After the Victoria’s Secret team had reviewed all the design submissions, we were notified that Concentric Studio had been selected to complete the redesign of the Victoria’s Secret website. We were honored to be a part of the initial selection process for the redesign and overjoyed to win the project.

Over the course of a year, we worked closely with the Victoria’s Secret team to help plan and redesign the massive website from top to bottom. The redesign entailed much more than simply updating the look and feel of the website. We focused on all aspects, looking at ways to improve usability, enhance key features and upgrade the overall user experience. Underlying the project, we wanted to establish consistent design standards so that everything had a purpose with respect to the user interface controls, the underlying grid system, image dimensions, color and type.

The initial phase of the Victoria’s Secret redesign focused on the homepage and several interior page templates. We wanted to create a more compelling user experience that better connected the audience with the brand. We developed a flexible grid structure that could accommodate large-scale imagery in both vertical and horizontal formats while retaining the same page modules for both formats. The main navigation menu was also reorganized and designed so that the color palette could change based on a specific theme or campaign.

We then applied the new grid system to other key templates to make sure we could extend the design standards across the website. This was a methodical process to make sure every element was consistent in its application. With the homepage and other key interior templates finalized, we focused on the remaining templates for the website.

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Services Provided

Project Management
Interface Design