Fully bespoke website design for British shoemaker Edward Green

The Brief: Established in 1890 as a quintessentially British brand, Edward Green is arguably the original and the best maker of handmade shoes for men. Graphic Alliance was appointed to create a brand new luxury e-commerce experience for the house in order to showcase its unique craftsmanship and collection of exquisite mens shoes. From the beginning it was important to not only emphasis the online shop but also showcase all of the rich content at Edward Green’s disposal.

Project Notes: The new Edward Green website had to balance the practical objectives of online retailing with the less tangible goals associated with digital storytelling. The brand has a fantastic repository of visual content, from product illustrations and sketches through to multiple views of products in the studio and on models. Graphic Alliance’s creatives had to meet the challenge of delivering a best practice e-commerce experience whilst making the most of the brand’s exceptional brand assets.

The Result: Graphic Alliance’s solution is an exceptional online experience featuring parallax scrolling ‘Discover’ and ‘Custom Made’ pages, an innovative ‘Journal’ area displaying the brand’s social news and views, and the ‘Online Shop’ featuring stunning landing pages and product pages. Drupal 7 CMS has been used to power all the branded content and Magento e-commerce handles the product catalogue. This tried and tested combination ensures that the Edward Green experience is quite simply unrivalled from initial entry through to checkout.