Designing a Website to Fight Cancer in Style
Zero Negative
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Creative Direction: Branding, Copywriting, Web Design
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Zero Negative // Creative Direction: Branding, Copywriting, Web Design //
TLDR: In just seven weeks, Kasen redesigned an eCommerce website for handbags that fight cancer in style.
Kasen first met Jenn Greenhut - a Stage IV Triple-Negative breast cancer survivor, former actress and gymnast, and wife to Larry Tollin - over brunch in Beverly Hills.
Jenn launched her accessory brand, Zero Negative, to raise funds for the cancer center that saved her life. Kasen was referred to her, in hopes he could help her optimize her eCommerce presence and prepare her brand for increased visibility.
About Zero Negative:
Zero Negative is a socially responsible accessory brand that donates a percentage of all sales to UCLA’s Jonsson Cancer Center Foundation. Zero Negative’s designer totes, crossbody bags and clutches have been featured on Extra TV, Good Morning LALALand, Voyage Chicago, the Hallmark Channel, and more.
The Situation:
Zero Negative needed a UX-optimized eCommerce website that was higher fashion, to fully showcase its products, appeal to its target audience (socially conscious fashionistas), and monetize new traffic driven by Jenn’s TV appearances.
The Solution:
Zero Negative's website was built using Squarespace - for function, aesthetic, and ease of content management for Jenn. Redesigning Zero Negative’s website took roughly seven weeks, while working directly with Jenn to ensure accuracy of all content.
More pages were developed to tell Zero Negative’s story and promote its annual fundraiser. eCommerce keyword research guided new product descriptions. All product photography, editing, and copywriting was then completed by Kasen. Once finished, the website was topped off with a “10% off first order” email catcher that automatically sent a discount code via Mailchimp. Last, a new press kit was created to further support media and wholesale initiatives.
Before Photoshop: No lightbox, thumbtack holding up strap, mismatched clutch
After Photoshop: Attractive lighting, background removal, color correction
The Results:
Note the girl in the new product photos Kasen took.
When Kasen realized he would need a handbag model for Zero Negative’s website, he had a hunch to ask a new friend if she was “down for the cause”.
Unbeknownst to him, her mom had passed away of cancer. Not only did this website help Jenn start generating more sales right off the bat, it ended up being a healing experience for his friend.
Category: Best Website Redesign
