Liberty

Liberty of London - Brand Redesign, Omnichannel Strategy, RFID and location-based experiences

Liberty of London was founded and opened in 1875. Liberty is a British institution. Though loyalists are passionate about the brand, many are unfamiliar with the rich history of the the iconic prints. William Morris’ prints became part of Liberty London archive through a strategic, late-19th-century partnership during the Arts and Crafts movement, where founder Arthur Liberty commissioned Morris to create exclusive, high-quality textile designs. These designs have since been applied to all matter of their Liberty branded luxury products.

Our Objectives were to:

• Identify key trends and innovations shaping the future for consumers and retail

• Understand Liberty’s brand, positioning and future vision

To illustrate how the new design direction comes to life, we chose to design a number of customer journeys. Each journey has been designed to highlight the design direction, experience principles, functionality and aesthetic as indicative design.

Key journeys included:

1. Liberty Fabric path to purchase

2. Brand collaboration path to purchase

3. Personalisation and discovery

4. Connecting in-store browsing to online browsing and exploiting known purchasing behaviors

Deliverables: UX and Visual Design (high-level design, mood boards and prototyping), Experience Strategy, Loyalty Proposition, iBeacon In-store Trial