INTERACTIVE: Ted Baker

No obvious credits on this site and it’s easy to understand why.

No obvious credits on this site and it’s easy to understand

why.



Ted Baker - relatively sophisticated, stylish, modern. A ’classy’ brand

with elegant designs - and so you’d be forgiven for expecting the site

to live up to these values - or at least try.



Unfortunately, it doesn’t. From the outset, it appears that little

thought has gone into this site from the ’Ted Baker Softwear’ moniker

(yuk) to the confusing split-screen navigation and cluttered design.



The split screen allows us to access, on the right-hand side, a chat

forum (yet to become a raging torrent of incisive debate), a helpful

storefinder and question time, which, before you enter, requires you to

leave extensive personal details. On the left, there is a clumsily

designed Flash movie with information on the brand, which could as

easily have been served up as static pages, given the amount of

interesting Flash that is happening. There is also a facility to make

your own cacophony from a set of sound clips (supposedly a jukebox of

some description).



In conclusion: a poor representation of a well established brand and

another example of a misguided attempt to build a community around a

brand.



Some folks will always be better advertisers than publishers.



Client Ted Baker

Brief Bring Ted Baker’s humour and ethos to a wider audience, while

informing it of new designs, outlets and history

Created and produced by Ted Baker and Designercity

Address www.tedbaker.co.uk



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).