13 Things – Where Brand & eCommerce Meet

The Back Story

One of main goals for Burton in the 2015 Fall/Winter Season was Sell-Through. So the digital team set out to create a platform that would promote selling products while still telling the brand story. 13 Things is a carefully curated set of thirteen products that correlate to a specific story, event, or technical feature. This project was a combined effort between the creative team, marketing team and eCommerce team. The creative team led the path by creating a scope document and wireframes to convey to idea and receive sign-off from the appropriate parties.

The Strategy

The idea for 13 Things was to make a long scrolling page with compelling cover images for each post. Each post would have a custom 13 graphic to set the tone for post and be a visual reference for the post in the menu navigation. The 13 products were to be laid out in a simple 4 column grid with engaging rollover states. The rollover states would add another visual of the garment or piece of equipment with a short piece of copy that gave a quick overview of the feature or style.

Here is peak at the final Wireframe.

One of the most full-filling things about this project was the collaboration between the content & eCommerce teams. The content crew came up with the post topics for the 13 Things while the eComm team would suggest product based on inventory, and the design team was able to get creative by creating a new 13 identity for every post. Working together as a team, the posts have great copy-writing, photography and graphics. 

Here are a few of my favorite posts.