Bradshaws
Bradshaws approached Pindar Graphics to produce a full-featured e-commerce website which could be rapidly “white-labeled” across its brands. This meant identical functionality and layout across Bradshaws Direct, Tarpaulins Direct and Two Wests Elliott – but each site had to bring out the brand and sales proposition behind each of the mail order businesses.
The design, therefore, had to be flexible enough to use as a basic template for each brand. Pindar Graphics used best practice principles within the design – consistent navigation, search facilities, commerce and catalogue information, with an inverted L shaped framework that enabled display of frequently changed and easily expanded catalogue categories.
Used dominantly across the top header and as spot colour for primary information: link rollovers, headers, price display and buttons, brand colour’s are used to differentiate each site. The site design is otherwise minimal and uses white space to show product off to best advantage, creating easily read pages and a clear route to purchase. From a practical level it also gives Pindar Graphics the ability to rapidly deploy the site across the Bradshaws brand range.
The “white-labeled” approach of the sites does not however compromise the professional or branded look of each individually. Considered use of template styling, button graphics, information areas and lifestyle imagery at various stages through the sites gave each a distinct look, while the overall structure gives a unified corporate branding.
