Rich Brilliant Willing
From a loft showroom in SoHo, to its beautiful new manufacturing facility in Kingston, New York, this creative-led lighting design and manufacturing brand needed to double down online, delivering to their loyal customers an experience aligned with the exceptional products they create.
Since its founding, Rich Brilliant Willing has focused on a unique approach that’s reflected through the materials they use and the design process they follow. Having earned a reputation with architects and designers for innovative products and an exceptional customer experience, the brand was seeking to improve its online storytelling, product discovery, and specification process, delivering a premium B2B e-commerce experience to customers.
We worked with the Rich Brilliant Willing team through concepting and planning, to craft a digital experience built around a design approach that creates a unique space the brand can occupy within the lighting vertical. The brief called for a unique approach to navigation, and we responded with a creative approach to interaction supported by an intuitive content strategy that brings the Rich Brilliant Willing online experience to life.
To address the needs of RBW’s customers there simply was no suitable off-the-shelf solution. We designed the new RBW flagship e-commerce site as a custom solution to accommodate a highly configurable product catalog comprising 75,000+ SKUs. This bespoke platform runs on the Jamstack using services such as Sanity, Gatsby Cloud, Firebase, Algolia, Snipcart and is fully integrated with Netsuite ERP.
We created the RBW experience with a mobile buyer in mind – an architect at a project site, a designer, meeting with a client, each searching for that specific product that expresses their vision. Our goal was to provide the end-to-end product search, discovery, and specification, designed for ease of use through the mobile browser.
A traditional approach to e-commerce simply would not do. We created a platform that helps customers plan, configure, and specify a complete project, producing print-ready spec sheets to support their workflow. Completed projects can be submitted online for a quote, which integrates with sales and CRM systems, creating a seamless experience for both buyers and the RBW sales team.