Branding, and school uniform website design and ecommerce development

CLIENT: Ellis Scott Schoolwear

SECTOR: Retail

SCOPE: Branding | E-comms Website Design & Development

School uniforms websites revolutionised the purchase of children's uniforms in recent years. Since 1995, the SWOTS brand has been recognised in the high street of Reigate in Surrey as a helpful ‘school shop’ provider of school uniforms to 23 local schools.

In 2021 the business was taken over and the new owners were looking to reposition the brand for the future.

The Challenges

The original website had hardly been updated for several years. It was tired, dated, and not fit for the ambitious growth plans.

Supplying everything a school-age child needs with good quality products at value-for-money prices was still at the heart of the business. A new website was needed to help scale up the business, win more schools, and considerably improve the customer journey.

Our Solution

Impressed with our work for Schoolblazer, a leading supplier of uniforms and sportswear to Independent Schools in the UK, SWOTS tasked us with helping with the development of a new brand name, logo, and branding.

Initially, we evaluated the core value proposition and product differentiators. We undertook a review of the existing website and analysed available Google Analytics and statistics. We evaluated the website user types, their needs, motivations, and behaviours. Next, we researched competitors and how they were marketing their products online.

In the final phases, we supplied logo options followed by brand guidelines. We then developed the wireframes for the website, designed the page templates and iconography, and edited the photography. Finally, a new eCommerce website was developed in the WordPress CMS and completed with full EPOS integration.

The Results

The new brand identity and eCommerce website repositioned SWOTS for future growth while modernising the customer experience.

The updated platform provides a scalable solution designed to support business expansion, improve the online purchasing journey, and help attract additional schools through a more professional and user-friendly digital presence.