Canada Goose came to us as the were readying themselves to launch in the United States. Going into a market as large as the US prompted Canada Goose to take a long hard look at their brand. We were brought on to simply give the website a “refresh”, and in a short time our work set the foundation for Canada Goose’s new brand direction; transforming them from a niche outerwear company to a global leader in apparel.
Canada Goose is a well known brand in Canada but was virtually unheard-of in the US. Yet, in both countries people only knew Canada Goose as a brand that sold “overpriced jackets that were really warm.” The truth was that no one knew the level of craft that goes into the making of each jacket; this story was essential to tell throughout the website.
More than a jacket.
Throughout the site we wanted the focus to be on the remarkable stories that birthed these jackets, and for everything else to get out of the way. With that in mind all the interactions were crafted to disappear when they weren’t needed and to and get them to product detail page as quickly as possible; because the product pages were the place where we could celebrate each jackets particular mythology and history.
“Being an authentic brand with a real story truly resonates with people.
–Canada Goose CMO Jackie Poriadjian-Asch
The first project launched from the Toronto office, the Canada Goose’s website increased revenue by 350% year over year. The website opened up new doors for Huge to work with Canada Goose in a deeper capacity including SEO, SEM, Business Strategy, and advertising work.
Silvia Gonzalez (Design lead)
James Ayres (Design lead)
Ross Proulx (Visual design)
Marc Caringal (Visual design)
Stacey Howchin (UX design)
Jessica Lee (UX design)
Huge Inc // 2015