Design creates freedom...

It’s showtime! Let’s reveal the sexy woman inside the loving mother.

2009 BeST Design Awards – BRONZE WINNER
Category: Website Design & Interactive

The Brief:
Create a website for an international market that is heavily search engine optimised but still had a wow factor that amazed their audience.

HOTmilk is a New Zealand Based lingerie company that has grown rapidly to become a global leader, specialising in sexy pregnancy and nursing lingerie. The idea for the business was founded from the lack of sexy lingerie available to mums and mums to be. HOTmilk believes that sexy maternity lingerie plays such an important role towards empowering pregnant and breastfeeding women to look and feel as fabulous as they deserve.

The Result:
In order to reveal HOTmilk sexy online, the website needed to have some key functional elements coming through. First and foremost of these was to showcase what HOTmilk does, and where customers can get the product. Secondly was to have the website heavily search engine optimised for an international market. HOTmilk is a very special brand, with a very specific demographic. To really connect with customers of HOTmilk, and in order to create a credible wow factor, it was important for us to define exactly what ‘sexy’ is for HOTmilk the brand, and for HOTmilk’s pregnant and nursing mothers. Key words that resulted from this were – provocative, powerful, revealing, risqué, mysterious, secretive, naughty and alluring.

‘Reveal’ became the essence of the creative, and as we developed the site and mapped out the navigation, the personality of the brand really started to shine through. The key words helped shape and align the website to absolutely reflect HOTmilk. The only thing on the site that is even close to standard is the side navigation. Every other element online is a combination of secretive and interactive areas plus a host of cheeky reveals, even including a hidden section for the HOTmilk woman’s man. The finished site pushes the envelope in terms of sexiness but remains classy and feminine, much like the brand and product itself.

Another key aspect of the website was that it would have an international audience. An interactive store finder area was developed to be easy to use and simple to follow. There are over 20 countries represented, each identifying where a store is present in the respective country.

Taking inspiration from the American burlesque era of performance art and theatrical striptease, we combined different lighting and “show time” elements to increase the seductiveness and mystery of the navigations and reveals. Once every page was designed and mapped out, we worked to make sure our design and ideas came to life, yet were easy to use and fast loading.

The HOTmilk Website has been nominated as a FINALIST at this years BeST Design Awards NZ 2009.

Visit Site: www.hotmilklingerie.co.nz

Tags: Design Award, Website Design

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