Challenge: A clothing company based in Portland, Oregon, Nau creates sustainable clothing for men and women that blurs the line between style and performance. In other words, outerwear that doesn’t look like outerwear. Dresses you can travel with and bike in without ruining them. Smart design. Innovative fabrics. Amazing details. Nau’s voice was refined over the winter, giving me a new set of brand guidelines for my second project with Nau. I worked within a newly rebranded Nau voice and wrote full product descriptions and SEO keywords for the 2014 spring-summer line.
Solution: A shorter template for spring-summer gave me a little less space to communicate the value and careful design of these pieces. I had to select my words for maximum impact, balancing the benefits of fabric and design with function and style elements. For the product pages shown here, I focused on providing the right mix of key style points, design inspiration, essential technical features, performance elements and benefits, while communicating the new feel of the Nau brand.