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Redesigning the Digital Face of Not Just A Label

We reimagined Not Just A Label’s user interface — delivering a bold, modern reskin of the global fashion platform alongside a seamless migration to a faster, future-ready architecture.

Client
Not Just a Label
Project
2020
Role
Technology
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Measurable impact of digital transformation

A complete UI redesign showcasing NJAL’s new visual identity
Full migration from Drupal 7 to Drupal 8 with no loss of functionality
A modern, scalable foundation ready for future commerce integration

The Challenge

Not Just A Label (NJAL), the world’s leading platform for independent fashion designers, needed a digital overhaul to match its global creative influence. The existing website, built on Drupal 7, had become dated — both visually and technically. The challenge was to deliver a full reskin that modernised NJAL’s visual identity and improved usability, while simultaneously upgrading the platform to Drupal 8. With thousands of designers, profiles, and content modules to preserve, the project demanded precision in both design and development. This stage excluded e-commerce functionality, focusing instead on setting a design-led foundation for future digital transformation.

The outdated CMS not only limited NJAL's capacity to innovate but also impacted user experience and engagement levels. Designers and users alike found the platform increasingly difficult to navigate and interact with, which posed a threat to NJAL's reputation and growth. Recognising the urgent need for an upgrade, NJAL sought our expertise to modernise their platform and enhance their digital presence.

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The Solution

We led NJAL’s Stage 1 digital transformation with a focus on UI design and experience revitalisation. The goal was to reimagine the website’s visual language — cleaner layouts, bolder typography, and a more editorial aesthetic — while ensuring the transition to Drupal 8 was seamless. Every page was reskinned to reflect NJAL’s new brand direction, with new layouts created for aggregated and previously inconsistent templates. Alongside the design overhaul, we implemented a new community forum and deployed the site to a modern Google Cloud hosting environment. The result: a faster, visually compelling platform that reestablished NJAL’s position as a digital leader in fashion innovation.

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The Result

The redesigned NJAL platform launched successfully, merging refined aesthetics with technical performance. The new interface feels premium and editorial — amplifying NJAL’s role as the home of next-generation fashion talent. The updated design improves readability, navigation, and engagement across devices, while the underlying architecture provides stability and scalability for future growth. User feedback highlighted the transformation’s impact: a cleaner, faster, and more inspiring experience for both designers and audiences. By delivering a complete UI redesign and technical migration in tandem, we set the stage for NJAL’s next phase — introducing commerce and deeper community functionality on a fully modern platform.

“The new design completely transforms how our brand looks and feels online. It’s sophisticated, fast, and perfectly captures the creativity and energy of the NJAL community.”

Name
Product Manager

“The new design completely transforms how our brand looks and feels online. It’s sophisticated, fast, and perfectly captures the creativity and energy of the NJAL community.”

Name
Product Manager

“The new design completely transforms how our brand looks and feels online. It’s sophisticated, fast, and perfectly captures the creativity and energy of the NJAL community.”

Name
Product Manager

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