Toshiba. Designing a responsive sales platform.
Agency
The Frameworks
Role
Design Lead
Output
Art Direction
UX/UI
Overview
Toshiba Together Commerce are the leading supplier of point-of-sale systems worldwide and are recognised for their innovative technology and commitment to quality.
At The Frameworks we re-designed their sales focused website within a responsive framework and aligned the design direction to their new rebrand.
Working within a small team we were tasked with designing the site using existing content and one that could be integrated into their existing CMS. Our design challenge was create a visual language that encompassed the new brand direction showcasing their product range in a sophisticated and informative way with the aim of positioning Toshiba as leaders in their field.
Our approach
We focused the experience around the products, allowing them to take centre stage. We pushed the design direction to be distinctive and bold, considering the impact of brand colours, typography and imagery, creating high contrast and applying Toshiba’s brand red as an accent.
Designing with existing content was our biggest challenge, working with our copywriter we were able to make fine adjustments to the narrative and tone-of-voice. Product descriptions were rewritten to be more conversational and better express the brands personality.
Creating a flexible framework
We designed the website architecture around the navigation system, so that user could freely explore products and features, and so that the framework could support existing content.
Components and features were designed in a modular format so that they could easily adapt to the responsive grid system and allow for flexibility when building new pages in the CMS.
Building a versatile responsive toolkit
As we created the website framework, we pulled together a toolkit that featured all the components, specifications, patterns and example templates. This proved an essential reference point for the US based developers responsible for building the website and integrating it into the existing CMS. The toolkit also provided guidance to Toshiba’s internal editorial team when creating new pages.
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