Based on the success of the U.S. website we created for Uniqlo, their global CEO asked us to create a global platform that could not only unify the Uniqlo shopping experience across all of their local markets, but also integrate robust editorial content into the e-commerce experience. The sleight of hand involved in this massive undertaking was to retain the brand's signature aesthetic of simplicity and order, despite the extensive set of modular components needed to support it. We re-thought everything from the bottom-up and created new paradigms that were soon imitated by everyone from Bonobos to Apple.
By completion, we created a 175-page guidebook that defined everything from style and tone of voice, to component and template authoring, to editorial guidelines that always balanced content and commerce in a thoughtful way. This Editorial Style Guide is considered by client and agency alike as the magnum opus of Uniqlo's digital brand.