When redesigning the George at ASDA website, I undertook a big research project in which I looked at a variety of other successful fashion brands and compared their style guide pages, product listing pages and product detail pages. I then produced wireframes with the elements I felt were necessary for George at ASDA. This was a fascinating research project which actually helped considerably when working on the Jacques Vert Group website redesign.

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To create consistency across the George website, I produced online brand guidelines. After redesigning the site, I felt it was important to create a set of guides that other designers could pick up and use. It is vital for the customer journey that consistent font sizes, CTAs, colours and website branding remain constant throughout. The guides proved to be very useful and were used frequently.