In the world of fashion, you’re either in or you’re out. Rather than walk the lonely catwalk alone, fashion industry software provider iShopShape asked for our help to turn heads with a new website in time for their participation in a big convention.

The Challenge

The client wanted to make a big splash at EuroShop, a huge convention for the European fashion industry held once every three years. The launch of the preliminary teaser and the full website had to coincide with their convention dates, and build some anticipation about their new products.

As software providers in an aesthetic industry, a visual approach to displaying their products was key. But with five very different products that needed to come under a cohesive brand, a new approach was called for.

Our Solution

The Dutch company got the full Spoiled Milk treatment. First, we flew to Amsterdam for a day of getting introduced to their products and ideas, and aligning expectations to the results of the collaboration.

Concept, information architecture and wireframes comprised the initial phase of the project. We then moved to the full re-design with teaser page and actual page, content update and complete copy overhaul.

We arrived early at a “branded” approach, integrating the tag line into a clothing label and moving their icons up front and center. With the website, we brought these visual elements into the display of every sub-page to maintain continuity.

Great cooperation with the client on the design and copy meant that we avoided the whole client-agency pitch process and were able to work organically. The site launched right on time with the convention and we can add another satisfied client to our growing roster.


  • Client: Visual Retailing BV
  • Media: Website
  • Industry: B2B
  • Market: Global
  • Launch year: 2011
  • Technologies: PHP
  • CMS: WordPress
  • Project contact: Frederik Cordes