Dreamville x Daily Paper

Daily Paper recently teamed up with New York-based record label Dreamville Records (founded by Grammy Award-winning hip-hop artist J. Cole). The pair collaborated on a capsule collection ‘Dream Daily' – seven pieces created as an ode to the rich history of the African continent and its iconic educational institutions.

Together with my team at Not Selling Liquid creative agency we were responsible for creating the Daily Paper and Dreamville first collaboration website.

LINK TO LIVE WEBSITE
dreamville.dailypaperclothing.com
PROJECT TYPE
UX Design, Branding
PLATFORM
Shopify, Hydrogen, Figma
DATE
2023
CLIENT
Daily Paper, Dreamville Records

Challenge

The challenge was to create a website that brought the collaboration to life, with a strong focus on storytelling utilising Shopify Hydrogen's framework. The website had to be visually engaging and user-friendly while effectively promoting the unique styles of both brands.

Strategy

  • Creating a dedicated website for the capsule collection, overcoming limitations imposed by Shopify's Liquid theming language
  • Generating hype through an early-access sign-up and a countdown to the official launch.
  • Utilized Hydrogen's adaptable framework and streamlined development process to authentically convey the brand story for both partners.
  • Capitalized on the enhanced speed and performance offered by Hydrogen's underlying React framework to elevate user experience and boost sales outcomes.

Solution

Together with my team we have created a solution that centered around creating an immersive experience that highlights the exclusive collection. We utilised a strategic approach that included early sign-ups and lead generating to build excitement and anticipation. The website features a clean and modern design that is easy to navigate, allowing users to easily explore the collection and learn about the story behind the collaboration.

Results

  • 2500+ early-access sing-ups

  • 70%+ sell-through rate on all products

  • Great visits and sales across the US, Worldwide, and UK stores