Helmut Lang Website Homepage Wireframe V.01 (Below)

In my MA Final Project I worked on a concept for the rebranding of the fashion brand Helmut Lang. We did not deeply explore digital strategy so I am going back and considering how we would have conceptualised the Helmut Lang website, starting with the homepage.

Here is a wireframe that I tested on a few users. It shows the homepage below the fold. The idea is that the brand is minimalist and conceptual, with a key focus on seasonal Projects (or campaigns).

The navigation is above, the main banner links to the latest campaign (image 1), the Collections PLP (image 2) and Fragrances (image 3).

The images below highlight the current campaign, allowing users to shop product directly from the Homepage.

There is also a text banner because text is a part of the branding.

Finally, the Footer section.

The wireframe allowed me to test what users would expect to see as CTAs related to each image, what space should be dedicated to what type of image, and what information the text banner should include to add to the userflow, rather than solely to communicate the latest campaign.