UNIQLO.com Launch - Karen Sulkis

Tone, Voice, Content Strategy, Relationship Management

Filling in for the ACD on the Razorfish/NY creative team, I oversaw copy creation and strategy for the tight-timeline launch of the Japanese retailer's Webby award-winning website, UNIQLO.com. I also served as a liaison between London, Tokyo and NYC teams and wrote interaction copy, product descriptions, site promos and error-page haikus. (Yes, haikus.)

• Fleshed out voice through FUN-ctional and responsive navigation, including naming, buttons and directional copy.
• Smoothed, supported and managed the product copy process between Tokyo product development team, London translation company and NYC-based design team and junior copywriter.
• Drew upon expertise acquired as Editorial Manager at Oldnavy.com to ease concerns of high-level executives about product nomenclature.

Results: UNIQLO.com was an instant, Webby award-winning hit, introducing millions of American fashion fans to the beloved retailer and giving its parent company (Fast Retailing) the insights to open dozens of stores in the U.S.



 
Launch Package
Much of the launch content has since been replaced. However, this package showcases some of our thinking and a few original design pieces.






404 Error Haiku

500 Error Haiku

Postscript: A few years after the UNIQLO.com launch, The Science Project, a boutique creative agency in Lower Manhattan, engaged me for help with interface and interaction language for an in-store app it was developing for the opening of the UNIQLO Chicago flagship store. The app was so successful, it's currently rolling out to additional flagships.