Tapestry

Tapestry (formerly Coach, Inc.) is a newly envisioned global house of brands that includes Coach, Kate Spade, and Stuart Weitzman.

Client

Tapestry

Year

2021

Services

Product Strategy
UX/UI Design
Platform Strategy
Platform Development

The Challenge

Esteemed branding agency Carbone Smollen & Associates (CSA) approached MVMT to tap our design and UX expertise in their mission to launch a new brand house for the former Coach, Inc.

Working within a limited timeline, the MVMT team needed to define a way forward for the new Tapestry brand and its official launch to the world. Several factors had to be considered for the new brand launch to be executed properly. Branding, design systems, content creation, UX design, and development needed to happen concurrently, so we took an agile approach to developing the site and all associated content. These moving parts had to come together seamlessly, all while executing with the meticulous detail expected of the Tapestry brands.

The Approach

Working closely with the CSA and Coach, Inc. teams, we defined a strategic creative and development roadmap to bring the new brand to launch day. The website specifications were developed early on, defining the framework within which the entire team would work. Using an agile approach, design and development dovetailed throughout the entire process, building and refining as we progressed. Visual and written content were created simultaneously, with video and photography shoots scheduled and production and implementation time accounted for.

The Results

A completely new, responsive, user-centric brand experience was created to entertain and communicate Tapestry’s new mission and brand system. Spanning multiple platforms, the new Tapestry website and mobile experience feature brand videos, slideshows, investor information, and insights into life and employment at Tapestry. The site also includes bios introducing the executive team leading the new brand and its business.