The communication goals behind this website redesign and e-commerce solution was to express Charlotte's knowledge and helpful service with outstanding product variety. The challenge was to deliver a plethora of consumer merchandise online — all with style, ease of use and strong branding.

The existing website was visually stark and did not adequately communicate the knowledgeable staff and enormous buying power/inventory of Charlotte. There was only a small sampling of select products and no e-commerce functionality to speak of.

The new design was crafted with versatility at its core. The aesthetics of the new site strongly supported the new brand guidelines and visual style. Product categories were color-coded to help simplify the online store and many visual cues and features were added to create a robust shopping experience for users and generate significant revenue for Charlotte.