GoClear: Using HTML5 to Bring a Multicultural Brand to Life on Any Device
Idea-ware is pleased to unveil it's latest luxury consumer website creation: GoClear.com Founded by Alan Gottlieb, MD, GoClear develops and markets a special formula of acne medication that is sold in high-end retail outlets such as Sephora. GoClear is the only acne medication line that has been specifically formulated to work with all skin types and pigments making it especially attractive across multicultural markets.
Alan first approached us in 2010 with the idea for a site that would highlight this multicultural approach almost bringing to mind the Benetton advertisements of the 1980s. But he also wanted an extremely rich and engaging interface - something unique that would help him tell the GoClear story in a captivating and engaging manner.
Over several months Idea-ware helped Alan refine his messaging architecture into three concise areas: Be Simple, Be Healthy and Be Confident - all of which spoke to the benefits of his product line. Then we set about designing a unique interface to that information.
We leveraged custom photography featuring multiracial models to convey the "one formula for all skin types" message behind GoClear. And we developed several wire frames and design approaches eventually settling on one where the images and text of the site would sit behind a semi-translucent navigation panel (the "clear" in GoClear). Clicking on menus within the panel would "slide" the content around behind it. Some pages would also feature pop up windows so that users could dig deeper for information (e.g. FAQs) without leaving a critical page.
In order to maximize the experience for younger generation end users we wanted to the entire site needed to operate on both Macs and PCs as well as mobile devices like iPhones and iPads. To achieve this we coded the site using HTML5 throughout. The end result is not only beautiful and different - it's also highly functional. Viewable on literally any device with the same experience, the site even supports iOS multi-touch gestures such as two finger scrolling on the pop up pages. And with an embedded CMS-based blog and news tool GoClear's staff can easily post and update company information and begin building a powerful social media following.
Check it out for yourself at http://www.goclear.com and see another great example of how Idea-ware synthesizes powerful messaging and unique interface design to help a new brand stand out in a crowded market.