Ulrich Boulon works closely with Soho House’s brand, e-business and membership teams. Our goal with Soho House Group was to elevate the brand’s digital flagship with best-in-class functionality, reinforcing the online shopping and experience (sohohome.com and cowshed.com) . We refined all visual language including prints, video and packaging. The site was designed using Figma. The work was designed across detailed mockups, comprehensive direction and design, to ensure pitch-perfect translation of design to execution.
Services:
Branding
Digital Product Design (Web + App)
Packaging Design
Brochure Design
Creative Direction
Art Direction
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Global Brand & Design Direction at Soho House
Led the global creative under one umbrella “Soho Creative” acting as partner and internal creative studio to support all brands and houses. With a global (London, Berlin, Hong-Kong, NYC, LA) team of 30 people across disciplines including art direction, packaging design, motion and video editing, graphic design, UX, digital design and creative ops. Prioritised and leveraged technology to modernise storytelling, ensuring the core brand remained relevant and dynamic.
- Redesigned and evolved the company's brand identity with a design (eco)system
- Cut costs of print by 30% across all Houses (magazines, posters, menus, marketing collaterals) to redistribute and redefine digital content offering
- Created and sourced a more sustainable material and design for all Soho House and Soho Home packaging and magazines
- Developed and implemented the design vision for marketing emails and subscription based emails
- Reorganised the team to operate as a creative studio servicing all brands (Houses, Restaurants, Hotels, merchandising) within the Soho House portfolio
- Developed and implemented design vision for Sohohouse.com in collaboration with Marketing and Content. Resulting in: 10x traffic yoy and increased by 30% quality and acquisition of new membership applications
Sohohouse.com & App digital experience and creative direction revamp for better acquisition
Portfolio brands’ user experience and creative direction update to align the same digital ecosystem.
Soho House Notes in-house magazine evolved to be more sustainable
New packaging design
New House Art Direction
Nothing would be possible without incredible talents
Created and managed a diverse internal creative function with clear team mission and individual objectives against the EBITDA 5y plan. The team is at the heart of the company’s digital reinvention efforts, and responsible for the evolution of the Soho House brand, the team consistently delivered industry leading moments.
- Developed and implemented design vision for Sohohouse.com in collaboration with Marketing and Content. Resulting in: 10x traffic yoy and increased by 30% quality and acquisition of new membership applications
- Developed and implemented the design vision for the Members site, Members App, Cowshed, Soho Works, Mollies, The Ned, Hotel room booking, Pioneers, under27 x Rimowa or Prada web experiences.
- Initiated first comprehensive brand audit that included a review of all licensed marks and logos to assess a clear way forward
- Created the Digital Product Design function with 7 digital product designers, the User Research and Insights function with 4 team members, the Motion Art Direction function with 2 motion team members
- Developed the user experience for in-house contactless payment to better serve the members in the Houses
- Built a seasonal based masterclass to educate the business on digital product design and user experience
- Developed strategic partnerships with 4 agencies (US, London, Eastern Europe)
- Developed global digital membership cards
- Inititated rituals and cadences to deliver within Agile environment