MARIA
PINO
Industry
Fashion
Service
Web Design, Development & Digital Consultancy
Year
2023
ABOUT MARIA PINO
Maria Pino is a fashion brand known for chic, elegant, and mature pieces with a strong focus on footwear. When we stepped in, the digital presence did not match the brand’s level. The website looked basic, the identity felt diluted, and there was no emphasis on the brand’s refined world. Online sales were weak, which pushed the team to rely mainly on boutiques and physical points of sale.
THE CHALLENGE
The brand identity and the website were not aligned.
There was a clear gap between the brand identity and their virtual presence. The visual identity was chic, elegant, and mature. The website felt basic, disconnected from the brand, and did not support online sales. This pushed the team to rely heavily on boutiques and physical points of sale.
Operational issues made things harder. One salesperson had to manually enter over 400 SKUs and update the stock, which led to frequent mismatches between physical stock and online availability. Customers often placed orders for items that were already sold out, forcing customer service to handle replacements and apologies.
Visual consistency was also missing. Clothing and shoes were photographed in different styles, with product images varying in size, lighting, and tone. The brand needed coherence, clarity, and a digital system that matched its true level.
OUR APPROACH
We created a system the brand could grow with.
We began by recentring the brand. The visual identity was scattered, so we built a clear brand guide that matched Maria Pino’s mature and elegant tone. We defined the full imagery direction by setting the exact size, aspect ratio, and style for every product shoot. Clothing and shoes finally looked like they belonged to the same brand. We also introduced lifestyle photography for the homepage to give the website more depth and elevate the overall experience.
Next, we redesigned the website. We used refined typography, a bordeaux palette, and clean structures that highlight the products without clutter. Lookbooks were added to guide styling and support upselling. The goal was to bring the brand’s elegance online while making the user journey more intuitive and enjoyable.
On the operational side, we fixed the inventory issue. We connected the physical stock system directly to the website so inventory updates are now in real time. Manual entry for over 400 SKUs was removed. We added a “Remind me when back in stock” feature to convert lost sales into future orders. This new setup reduced errors, saved time, and improved the customer experience.
OLD WEBSITE
NEW WEBSITE
