Poke had been working with TopShop on a few sweet promotional projects. Things like an in-store and on-line customisable gift wrap generator. An SMS charity auction. A Valentines Day tattoo maker (using printable inkjet tattoo paper). And A video site for Topshop @ London Fashion Week.

Anyway. We'd done some nice stuff together so we were delighted when they asked us to redesign TopShop.com.

Strategically we'd identified that TopShop is all about speed and fashion addiction. And if we were going to recreate what makes TopShop great on the high-street we wanted to make the brand not only look like its offline sister, but feel and behave like it too.

The site was built on a big sturdy content management system which meant that we were working inside some pretty tight constraints. A fun challenge. And we think we got it mostly right.

In terms of feeding the fashion addiction of the audience we made use of Podcasts, RSS feeds and lightweight dynamic design to allow girls to get to new stuff quicker than ever before.

We also helped them launch the Kate Moss Collection online too.

Visit: Topshop.com