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TOMS Homepage Design

By visually connecting TOMS mission statements with the products we were trying to sell, we were able to more effectively speak to our target audience — socially-conscious consumers; as a result, there was a subtle but steady increase in clickthroughs for trending products.

TOMS, a lifestyle retail brand, lives and breathes its main mission statement: “With every product you purchase, TOMS will help a person in need. One for One®”. In 2014, TOMS was looking to refresh its homepage to account for additional types of merchandise (bags, sunglasses, coffee, etc.) while also highlighting its giving, One for One® model. The primary goal was to increase product clickthroughs, and in turn, sales.

What role did I play in this? Design

The design

The design

Even though we had to use a very modular template for development reasons, we didn’t want it to feel like a template; we kept all products on a white background to keep the homepage airy and light. For each product, we added a banner so that we could clearly state the mission for that particular product and add a subtle touch of our signature lifestyle imagery. Overall, we created a very real and human design with feel-good lifestyle imagery, rough edges to separate sections of the page, and black and white touches for a nostalgic feeling.