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402 / Level 4, 171 Clarence St
Sydney NSW 2000, Australia
+61 2 9268 0002

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LANE

The wedding industry’s online fashion destination

thelane.com

The wedding industry can be tricky. For fashion houses, it’s hard to stand out from the crowd to attract the right customers. And for brides, it’s hard to find that perfect dress/shoe/florist amid an overwhelming array of options.

The idea behind the LANE was to solve both these problems at once by creating a single, carefully curated online hub for all things wedding. At the LANE, hand-picked brands could advertise their offering, and style-conscious brides could get all the inspiration they needed.

Typography

Branding

The LANE branding was devised by our studio, and features a classic combination of serif and sans serif fonts, and a minimal colour palette of black, white and grey – allowing the imagery to take centre stage. This style sits comfortably alongside the chic, premium fashion brands promoted on the site.

Website

We wanted to replicate the unique feeling that comes with shopping in real life, so brought the site to life with in situ images and engaging interactions. Users can browse via category, or explore whatever catches their eye – there’s no shortage of places to go. The site is also supported by a powerful virtual scrapbook that allows visitors to clip, rate and share content with selected friends.

The LANE website now enjoys substantial traffic both in Australia and internationally and is growing steadily after being featured in many iconic fashion magazines.

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