Designer sunglasses website for Initium Eyewear

Brilliant were tasked by Initium UK to take on the monster US brand of designer sunglasses and roll it out for the UK online market.

First and foremost we set out with a strong focus to not just sell the product, but to promote the Initium music inspired, lifestyle brand. So, armed with a plethora of marketing materials from the US, we set to work on a website GUI to inspire the UK "Authors of Modern Culture".

We used a combination of high resolution product shots with gritty lifestyle photography that would fit full screen to welcome users into the website, allowing them to absorb the Initium Rock ’n’ Roll ethos, whilst creating clear paths to each of Initium UK’s designer sunglasses collections throughout the website. We also thought it important to show the supremacy of Initium’s Polar EQ lens technology through a javascript slide show.

A unique shopping interface was created to heighten the user experience, keeping everything bold, clear and as easy to use as possible, with plenty of tools to refine product selection and a bespoke zoom tool.

As a final ’cherry on top’ we took a portion of the website and dedicated it to the "Opticcult", leaders in their own fields who support the Initium cause.

We also used website assets to reflect the Initium UK Facebook page and dedicated blog to channel more visitors to the website.

The new website uses Brilliants own SPRK Content Management System, which works with the product database and incorporates the latest development techniques to reduce image loading times.