Notice: Undefined index: order_next_posts in /nas/content/live/gadgetmag/wp-content/plugins/smart-scroll-posts/smart-scroll-posts.php on line 194

Notice: Undefined index: post_link_target in /nas/content/live/gadgetmag/wp-content/plugins/smart-scroll-posts/smart-scroll-posts.php on line 195

Notice: Undefined index: posts_featured_size in /nas/content/live/gadgetmag/wp-content/plugins/smart-scroll-posts/smart-scroll-posts.php on line 196

Behind the build: UncleGrey and B-Reel add a unique twist to online fashion branding

Looking good: it’s second nature and creating a unique and jaw-dropping online experience is no easy process. But, the Stylepit Lookbook shows how it should be done



The need to rise above the average is even more intense as a site fights through the masses, all vying for a single space on the first page of the rankings. How do you stand out in a crowd? Create an experience that is engaging, create something that grabs attention and this is exactly what the good folk at UncleGrey have done. They have embraced the Stylepit project and added a twist of their very own passion to help bring the online experience to life.

A fashion conscious collective, UncleGrey believes in an open collaborative approach with all the parties involved in a project. How do they do this? They present the process to each other whilst looking for constructive criticism to raise the level and standard of any work. Respecting decisions is crucial, simply so members don’t run off at some obscure tangent and produce work that doesn’t quite fit the criteria.



The need for collaboration was very much a point in case with the Stylepit project as UncleGrey took up the challenge with more than just themselves. Also on board for the project were creative innovators and storytellers B-Reel. With both ready to add their own sense of style and imagination it was time to think about how to bring the project to life as UncleGrey art director Carl Angelo explains: “We started off with the brand’s original name SmartGuy and SmartGirl. It was one of the early eCommerce fashion sites in Denmark
“[Overtime], updates and changes [meant that] the SmartGuy brand had lost some grasp of their customer base in relation to other competitors. The initial thoughts were to completely disband the old way of communicating with the customer base and reestablish SmartGuy as the reemerging giant.


“By doing that we first of all needed a new name, new visual style and approach. The holding company of SmartGuy was Stylepit. After a couple of meetings with the client, it was decided that it would be the perfect name and foundation of the new brand.” With a new name and the first step to a new brand ready to go, it was time to start the communication process. UncleGrey digital director Karsten Kirkegaard reveals how the teams behind the project made sure that they were on the same page: “At UncleGrey we believe in an open collaborative process where we work closely with our clients at each stage. “In this case we worked across three key parties, the client and their various departments, the production company, and the creative agency. This close collaboration ran all the way through to deployment of the project.”

The unique design and style of the Stylepit Lookbook was no easy decision. Ideas needed to be formulated so it was time to delve into the minds and imaginations of the UncleGrey crew and bring together fashion genres in a single space. How was this done? Art director Carl explains: “A giant mood board of how we perceived what the style of the actual clothes should be. It became clear to us, the separate websites of SmartGuy and SmartGirl represented all types of people from every walk of life and they would all need to be represented in the lookbook. Each member of the team piled in their individual knowledge of subcultures, genres, music and so on. As we gathered all the various types, we could see we needed a common place where all these people would be at the same time and place. No matter how different they were.


“We also wanted to put an emphasis on the unique style of each person and we wanted to make sure everyone could be appreciated for who they were.
“[We looked for contenders for] places where many types of people [could] gather – famous streets, parks, festivals, train stations and other public spaces where every single type of individual would be represented. “After looking at countless of inspirational material we were really drawn to the work of the talented artist Adam Magyar. From this inspiration we chose a train station as the location. “We wanted more than just a flat narrative and experience that would just start and end at fixed points.

We wanted the user to be able to be a spectator in the varied universe and be able to go back and forward to find new details if more time was spent investigating. Every single moment down to each millisecond would have to be recorded in as high a resolution as technically possible. “The presentation and final work would have to be layered and compacted to allow for an immediate experience, without overly long loading times. The music also had to be an adaptable experience and had to follow the users pace and experience.” “With concepts, code and design in the bag, the final step in any project is to bring it to the masses. A site launch needs to be unveiled in a blaze of glory. Marketing and social media were key players in making sure that masses were aware of the best-looking lookbook to hit the planet.”

Art director Carl reveals how the big players really helped the brand develop and grow online: “Following up to the launch of the campaign, behind the scenes footage was fed to followers on Instagram, Facebook, Google Plus and Twitter.  “Day by day, fans could see the brand take shape and at the same time they could get tips on make-up and styling. Interviews of all three parts were shared as well to get the maximum tension to the launch. The lookbook was launched as the first step to introduce Denmark and the rest of the world to the new brand, Stylepit. “The results were [astonishing] within the first few weeks of being launched. The average time users spend experiencing the lookbook was 5 minutes and 30 seconds, new users increased by 192 per cent and there was a 70 per cent total increase in users. “Transaction increased by 659 per cent and on desktop the revenue increase was at 380 per cent whereas mobile revenue increased by 715 per cent.”