An international project
The team at Paul Mitchell approached us directly after being impressed by the award-winning experience we created for luxury whisky brand The Macallan. The Paul Mitchell team had been wowed by the visual impact of The Macallan site, in particular how it brought the story of the brand to life. The company was looking to overhaul their existing website as it felt it was no longer fit for purpose.
The Big number
3 award nominations in 2 months
Within the first two months of the site going live, it won Gold in the W3 Awards. It was also nominated as Communication Arts web pick of the day and shortlisted as an Awwwards.com site of the day.
Starting the process
Paul Mitchell wanted a site that breathed new life into the digital experience of their brand. It had to connect the market-leading global product ranges to the ethos and philanthropy that sit at the heart of the business. The brand was already extremely active on social media and Paul Mitchell wanted to ensure that this activity was also incorporated into the site. Umbraco was the clear choice for our build.
A long distance love affair
As one of their most important global routes to market, this project was something the team were incredibly passionate about. We agreed early on that the site had to express the essence of their brand in a new and compelling way as well as becoming a powerful platform to handle the varying, and evolving, product ranges for each geographic region. To achieve this, communication and collaboration was vital. Despite being on opposite sides of the globe, we created a tightly knit team sharing ideas and progress on regular WebEx sessions and altering working hours to create the best environment for success.
“A cut above the rest”
Sorry, we couldn’t resist dropping the obligatory hairdressing pun. But the end result really is something special winning several high-profile awards. A visually stunning experience showcasing the brand story and key product lines: Paul Mitchell, Tea Tree, MITCH, Awapuhi Wild Ginger, Neuro Styling Tools, Paul Mitchell Pro Tools and in-salon services. For those looking for inspiration, the site is packed with tutorials, tips and an “Ask a Stylist” forum. The fully responsive platform also seamlessly integrates Paul Mitchell’s salon locator service and an ecommerce functionality for customers in certain US states.