Amann Mettler
City of Mettler
Amann Metler provides the sewing industry with high-quality sewing and embroidery threads. In this hotsite we have created a fertile enviroment for their younger audiences to create the most amazing objects using the help of their community.
Creative Direction / Character design / Concept
In its entrace in the north american market, Amann Mettler was looking forward to reach the target of young creatives that could use their products in order to let their imagination run wild.
Being a new player in its segment in the US, Amann Mettler needed something to differenciate itself from its competitors. After gathering and making sense out of the data we'e received, we realised that the community of sewing, knitting and quilting was very strong in enviroments such as pinterest, but very few sewing brands were empowering its consumers with things like tutorials, tipps and a knowledge database.
Utilizing the visual metaphor of an urban system for the project, we have decided to invest in creating the sense of community for a hotsite, where young creatives could access, ask for and share information regarding new projects and technics of sewing and threads. It was born the concept of The city of Mettler; a place where sewing created the whole world and the limit of creativity was the user's imagination.
System
The city system was then broken down to its main parts: a care center with tipps for reparing old objects, a foundation where you could donate a t-shirt with a heart sewed to its sleeves through amann mettler, a questions-and-answers community area and the main area of the website, the University of Mettler, where you could learn new technics and projects of sewing.
Results
By the end of it, a design proposal was made, creating the City of Mettler and providing its main points of interaction directly into the screen, where users could in a game-like atmosphere interact with each other.
