Life is Good has revamped Lifeisgood.com into an digital
ecosystem with the ultimate goal of becoming the hub of optimism, the
definitive reflection of the brand. The new website merges content, commerce, community and charity into an
experience around optimistic action (sharing, donating,
volunteering).
The redesign was done by Fluid Inc.
Andrew Sirotnik, Chief Experience Officer at Fluid Inc. said, “Life is
good may be known as the optimistic apparel brand, but the brand's
message runs much deeper than that. The new digital presence is an
extension of Life is good's mission to spread the power of optimism and
help kids in need. Lifeisgood.com makes transitioning from commerce to
content to charity seamless for the end user there is no clear line
where one begins and another starts.”
“Fluid helped us to seamlessly blend our brand aesthetic, e-commerce,
and strong social mission to help kids in need throughout the new
Lifeisgood.com,” said David Oksman, Head of Marketing at Life is good.
“We have created a truly unique platform to connect our community of
optimists so they can share inspiration with one another, while
providing them with the tools to become active fundraisers to help kids
in need.”
Fluid merged content, commerce, community and charity in four core modules:
Shop
The immersive, best practice shopping experience infuses rich product
exploration with contextual, inspirational content that surprises and
delights web site visitors.
Good Vibes
The true north of the site is the Good Vibes community section, a
real-time manifestation of the brand through curated social media feeds
designed to inspire brand and user generated content and create a cycle
of brand engagement. Good Vibes spreads the message of optimism through
curated social feeds. Product detail pages feature real-time content
from the Good Vibes community, enhancing the links between the two
sections.
Together, Fluid and Life is good elevated the non-profit Playmakers and
Festival sections (which were unknown to a large number of even the most
dedicated Life is good customers) to the same level as the for-profit
elements, unifying all of the brand pillars in a cohesive way.
Playmakers
Playmakers is Life is good's charitable arm that helps kids overcome
poverty, violence, and illness. Life is good and Fluid worked together
to design a robust section dedicated to visualizing this worthy cause.
To make it easier for users, Fluid integrated donation to the Playmakers
into the shop flow.
One of the most significant updates on the new website is a customized
fundraising functionality within the Playmakers section, which allows
the Life is good community of Optimists to run fundraisers all year
long. The community will be able to set up customized fundraising pages,
whether they are running a race, throwing a birthday party, or hosting a
backyard BBQ. This will allow for increased awareness and fundraising
for the Playmakers, while allowing people to do what they like and like
what they do, all while helping kids in need.
Festival
Festival is a 2-day fundraiser for the Playmakers and a celebration of
optimism. To heighten awareness of the fundraiser, Fluid and Life is
good created this section with a focus on the celebration of music and
joy that is palpable throughout the design and experience. As new site
updates roll out over the upcoming months, all content and products will
be tagged, so searching for keywords returns results for both content
and products that share those tags. This will create a very strong
connection between optimistic content and optimistic products that
reinforces itself as more content and products are introduced and tagged
over time.
