The new Monogram collections feature high-end appliances designed to function as fabulously as they look.
The same can be said for the redesigned Monogram website.
Monogram tapped into the expertise of master designers to create a contemporary feel for its new Statement Collection and Minimalist Collection, both of which were launched in early 2020. The end result: luxury appliances that exude elevated craftsmanship, meticulously selected materials and attention to detail.
These characteristics are reflected in the new-and-improved Monogram website, too.
“I would describe the new aesthetics as bold but tasteful, airy and sophisticated,” Marie Davis, senior digital marketer with Monogram, says of the new website. “We are using larger, more full-width imagery, which gives the site a very modern feel.”
The site’s design is elegant and unobtrusive, taking a backseat to the images that highlight the brand.
“We really wanted to showcase the design elements of the new collections in the beautiful kitchen photography throughout the site, and on the Statement Collection and Minimalist Collection pages,” Davis says. “We also highlight key materials or performance features in each product line, such as the sapphire crystal knobs on our gas cooktops. It really helps to tell the story of the quality materials and engineering of our products.”
The site’s aesthetic is modern and sleek, yet it doesn’t sacrifice function for the sake of form — which perfectly aligns with the Monogram brand.
The website now features a more streamlined navigation, enabling users to see product specifications in fewer clicks. It also shows key features and specs on product results pages to allow for quick reference while browsing.
“We know that a significant percentage of appliance shoppers begin their journey online, so we want to have a beautiful destination where they can explore our products and easily find information and specifications,” Davis says. “User experience is an important part of site design.”
And though the new site is subtle and sophisticated, it’s far from boring. There are engaging animations and interactive features, along with personalized touches, such as quotes from designers highlighting what they love about particular Monogram products.
When asked what inspired the look of the new Monogram website, senior UX designer Amber Glisson points to the streamlined luxury feel and refined aesthetic of both the Statement Collection and the Minimalist Collection.
“It is important to show the elegance in the industrial design and thoughtfulness of the engineering with every opportunity we have in marketing to a savvy luxury audience,” Glisson says. “A website is often the first touchpoint someone experiences as they are researching what to buy. The more effectively we provide them with the information they need to find the right fit, the more likely they are to want to experience the appliances firsthand.”
Take a look at the new website — and come back often, as Monogram will update the site regularly throughout the year to reflect new products as they are released.