1. CASE STUDY
Proprietary and Confidential.
Not for use or disclosure outside Sketchworks except under written agreement.
2. MARCC
SKETCHWORKS CASE STUDY
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INSIGHT
ABOUT MARCC
Marcc is a lifestyle fashion brand ran by Marc Clark, a professional designer and stylist with over a
10 year history working in the retail industries. Marcc is a collection of unique, hand-made apparel
for the upscale and chic. With a hard-focus on the daring and adventurous crowd, the Marcc line is
designed for the strong, self-assured elites who can do what the hell they want and couldn’t care
less of what anyone else has to say about it.
INSIGHT.
THE CHALLENGE
Marcc products were already launched to the public
and sold in retail stores throughout the country, but
the company’s online presence wasn’t doing quite as
well. Not only was their website built on an inflexible
platform, the site didn’t even offer a way for users to
buy Marcc products online! As you can imagine, this
prevented Marcc from a huge opportunity to make
more revenue.
WHERE WE CAME IN
Marcc approached us to build a much more interactive
website that will allow their customers to learn more
about the Marcc collection, understand the benefits,
and, most importantly, purchase them directly off of
the website.
4. MARCC
SKETCHWORKS CASE STUDY
PAGE 4 OF 15
BRANDING
DEFINING THE AUDIENCE.
First, we needed to step back and understand who we were talking to and what they expected from their favorite
fashion retail brands. Doing this gave us the information needed to shape our overall communication message.
TREND SETTERS
The Innovators
TREND PUSHERS
The Advocates
BOLD NEWCOMERS
The Newbies
EYE-POPPING
Whatever they wear leaves
a lasting impression
POPULARITY
Desires clothing worn by
celebrities and popular
people
COURAGEOUS
Just beginning to open
up to eccentric, new
styles
ELOQUENCE
Accepts nothing less than
the finer things in life
SELECTIVE
Only wear clothing from
trusted brands with
demonstrated credentials
EXCLUSIVITY
Clothing must set them
apart from all others
EXPENSIVE TASTE
Usually associates high-end
pricing with good quality
UNINFORMED
Desire more information on
what’s “fashionably sound”.
5. MARCC
SKETCHWORKS CASE STUDY
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BRANDING
NAMING & LOGOS.
Before our branding strategy, there was no
“Marcc”. In fact, it was just Marc Clark (the
owner) selling his products under his own name.
This presented a number of credibility problems
both for his business and his brand. So we
recommended a number of name and logo
changes to help connect better with his audiences.
Logo concepts built for the Marcc brand
7. MARCC
SKETCHWORKS CASE STUDY
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WEBSITE DEVELOPMENT
AREAS OF IMPROVEMENT.
Once we solidified the brand communication strategy, we came up with three key areas that the new
Marcc website should satisfy to ensure it produced great results.
Before our strategy, most website visitors left
within the first 10 seconds of visiting Marcc’s
website. This was mostly because the website’s
look and feel didn’t do a good job of satisfying
the needs of their target audience. To fix this,
we needed to produce a website with a more
upscale design that communicated a message
more relevant to Marcc’s primary audiences.
There were products on his site but
they just didn’t “pop” and make
someone purchase. It was important
that the new website had higher-
quality imagery to reflect the same
quality as the Marcc brand as a
whole.
To sell online, you need to prove your
worth. So we needed to help Marcc
do this by making the quality and
benefits of products extremely clear
on the website.
CREDIBILITY RELEVANCE QUALITY
8. MARCC
SKETCHWORKS CASE STUDY
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WEBSITE DEVELOPMENT
SITE MAP AND NAVIGATION
To better organize the scope of the website, we recommended the most
comprehensive and intuitive navigation design based on Marcc’s goals,
with respect to Marcc’s product inventory.
WIREFRAMES
To give Marcc a better visual of how the pages would be constructed,
we created high-fidelity wireframes for each page to show our
recommendations of their layout and content placement.
ARCHITECTURE DESIGN.
MARC
THE BOY NEXT DOOR
IMAGE
MARCUS
MR. COOL
IMAGE
MR. CLARK
THE PROFESSIONAL/
GENTLEMAN
IMAGE
MENS WOMENS ABOUT MARC
Checkout
View CartMY ACCOUNT
RETURNS PRIVACY POLICY ABOUT MARC CONTACT US
Twitter
Logo
Facebook
Logo
Twitter Header
Follow me on Twitter
Facebook Header
Become a fan
Sign Up for Email Newsletter
SHOP BY CATEGORY
JoinEmail Opt-In
MensCONTACT US
LOGO
PRODUCT IMAGE PRODUCT IMAGEPRODUCT IMAGE
Product Name
$60
Product Name
$60
Product Name
$60
PRODUCT IMAGE PRODUCT IMAGEPRODUCT IMAGE
Product Name
$60
Product Name
$60
Product Name
$60
PRODUCT IMAGE PRODUCT IMAGEPRODUCT IMAGE
Product Name
$60
Product Name
$60
Product Name
$60
Sub Category 1
Sub Category 1
Category
Sub Category 3
Category
Sub Category 2
Sub Category 3
Sub Category 5
Sub Category 4
Sub Category 2
MENS WOMENS ABOUT MARC
Checkout
View CartMY ACCOUNT
RETURNS PRIVACY POLICY ABOUT MARC CONTACT US
Twitter
Logo
Facebook
Logo
Twitter Header
Follow me on Twitter
Facebook Header
Become a fan
Sign Up for Email Newsletter
SHOP BY CATEGORY
JoinEmail Opt-In
MensCONTACT US
LOGO
MENS WOMENS ABOUT MARC
Checkout
View CartMY ACCOUNT
ADVERTISEMENT
MENS BOWTIES MENS TEES WOMENS BOWTIE WOMENS TEES
RETURNS PRIVACY POLICY ABOUT MARC CONTACT US
Twitter
Logo
Facebook
Logo
Twitter Header
Follow me on Twitter
Facebook Header
Become a fan
Sign Up for Email Newsletter
SHOP BY CATEGORY
JoinEmail Opt-In
MensCONTACT US
LOGO
MarcClark.com
Womens
Bowtie Brooches
White Leopard Print Bowtie Brooch
Gold Leopard Print Bowtie Brooch
Silver Leopard Print Bowtie Brooch
Red Leopard Print Bowtie Brooch
Snake Print Bowtie Brooch
Gold Bowtie Brooch
Silver Bowtie Brooch
Bronze Bowtie Brooch
Green Bowtie Brooch
Red Bowtie Brooch
Black Bowtie Brooch
Headbands
White Leopard Print Headband
Gold Leopard Print Headband
Silver Leopard Print Headband
Red Leopard Print Headband
Snake Print Headband
Gold Headband
Silver Headband
Bronze Headband
Green Headband
Red Headband
Black Headband
Tees
Graphics Tee
Mens
Bowtie Brooches
White Leopard Print Bowtie Brooch
Snake Print Bowtie Brooch
Gold Bowtie Brooch
Silver Bowtie Brooch
Bronze Bowtie Brooch
Green Bowtie Brooch
Red Bowtie Brooch
Black Bowtie Brooch
Tees
Graphics Tee
About Marc
Celebrity Supporters
Press
Bio
Marcus Clark – The Guy Next Door
Marc C. – The Fashion Designer
Marc Clark – The Businessman
Contact Us
Policies
Returns & Exchange Policy
Privacy Policy
9. MARCC
SKETCHWORKS CASE STUDY
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WEBSITE DEVELOPMENT
WEBSITE DESIGN.
Once done with the architecture, we began building the look and feel to the new website that would satisfy Marcc’s target
audience.
SLICK TYPOGRAPHY
We used unique typography
with an upscale look to better
appeal to Marcc’s target
audience.
GRID-LIKE DISPLAY
Each category of products were
contained in a one-page grid
where users could quickly view
product pricing, features, and
images without having to click
through any additional pages.
UNIQUE LOOK & FEEL
Because Marcc’s target audience loves
simplicity, we kept each page clean using
only necessary elements. This made it easier
to navigate the site and quickly find products.
SOCIAL FOOTER
We designed a flexible footer that included all the
different ways to interact with the Marcc brand outside
of the site including the newsletter, Twitter, Facebook,
and the blog.
10. MARCC
SKETCHWORKS CASE STUDY
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WEBSITE DEVELOPMENT
GETTIN’ SOCIAL.
To incorporate social media into our
strategy, we integrated a Facebook plugin
system and placed it on the page of each
of Marcc’s product pages. This way users
could “Like”, comment, and even share a
product using their Facebook accounts right
from the product page without having to go
to the Facebook website.
12. MARCC
SKETCHWORKS CASE STUDY
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CONTENT STRATEGY
IMAGERY THAT SELLS.
We conducted multiple photoshoots to gather the high-quality imagery for each
item in Marcc’s collection to use across the web site. This allowed users to view
each product in depth, right down to its most intricate detail.
Marcc Leopard Print Bowtie
Marcc “Fenced” Glasses
Marcc Solid Silver Bowtie
13. MARCC
SKETCHWORKS CASE STUDY
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CONTENT STRATEGY
LEAVING THE ADS AT HOME.
To make a more compelling home page, we created rotating advertisements that used creative photography,
interesting tag lines, and strong visuals. Each advertisement featured a product in a unique way to get more
customers to buy.
14. MARCC
SKETCHWORKS CASE STUDY
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CONTENT STRATEGY
JUICY PRODUCT
DESCRIPTIONS.
To compel users and put them in a buyer’s state of mind, we
needed to develop product descriptions that spoke in a tone our
target audience could relate to. So we combed through each
product, pulled out their features and benefits, and created brief,
compelling descriptions that would gain our audience’s interest
while staying in line with Marcc’s communication goals.
