Challenge: A clothing company based in Portland, Oregon, Nau creates sustainable clothing for men and women that straddles the line between performance and fashion. In other words, outerwear that doesn’t look like outerwear. Dresses you can actually pack and wear and bike in without ruining them. Smart design. Innovative fabrics. Amazing details. As this was my first project with Nau, I worked with the creative team to refine the Nau voice for the 2013 fall/winter line and then produced full product descriptions, SEO keywords and taglines for the e-commerce site.
Solution: I settled on a voice that balanced between warm and refined that would appeal to those who are urban, cultured and active. For the home page, I wrote a short description for the click-through image which stuck to the essential facts about the piece such as fabric and style. For the product pages shown here, I wrote a more emotive product description with an emphasis on style, design inspiration and feel , a features/benefit paragraph combining emotional appeal with essential facts about the technical fabrics, performance and the function of the design, a bulleted list of features and the SEO keywords.