project test In motion since 1881

The Brief

A pioneer in the industry — Movado has been mastering the art of watchmaking since 1881. Aruliden partnered with Movado to preserve its heritage, elevate its expression, and carry it into the future. Our collaboration ensures the brand’s enduring relevance for generations of watch enthusiasts to come.

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Movado has a story to tell, rooted in an entrepreneurial spirit of doing things differently.

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Modern Ahead of its Time

Approach
We began by conducting ethnographic research, community focus groups, and future envisioning workshops to gain a deep understanding of stakeholder needs and aspirations. Insights from this work informed the development of detailed user personas and journey maps, helping to shape an experience that was both user-centered and forward-looking. A comprehensive technology audit and platform selection process laid the groundwork for a long-term technology evolution roadmap, ensuring scalability and adaptability over time.

To support efficient content creation and elevate the editorial experience, we designed a component-based modular architecture rooted in the Presidio’s brand style guide. This approach enabled the development of a robust desig

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anguage system that now serves as the foundation for a scalable, flexible, and easily maintained website. We implemented a site performance measurement plan, optimized content for SEO, and built cross-platform modules that can be repurposed for kiosks, electronic signage, and other digital or print touchpoints. The final result was a responsive, accessible, and multilingual website that not only meets current needs but is also equipped to grow with the organization’s evolving communications strategy.

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anguage system that now serves as the foundation for a scalable, flexible, and easily maintained website. We implemented a site performance measurement plan, optimized content for SEO, and built cross-platform modules that can be repurposed for kiosks, electronic signage, and other digital or print touchpoints. The final result was a responsive, accessible, and multilingual website that not only meets current needs but is also equipped to grow with the organization’s evolving communications strategy.

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anguage system that now serves as the foundation for a scalable, flexible, and easily maintained website. We implemented a site performance measurement plan, optimized content for SEO, and built cross-platform modules that can be repurposed for kiosks, electronic signage, and other digital or print touchpoints. The final result was a responsive, accessible, and multilingual website that not only meets current needs but is also equipped to grow with the organization’s evolving communications strategy.

Campaign Landing Page

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but is also equipped to grow with the organization’s evolving communications strategy.

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Outcomes Sephora became the first major retailer to sign and exceed the 15 Percent Pledge, doubling the number of Black-owned brands they offered by the end of 2021. It also initiated a brand incubator program focusing on BIPOC-owned brands and increased the number of Sephora Squad influencers who identify as BIPOC to 78% in 2022. In addition, it created a Cultural Allyship program to improve the experience for BIPOC shoppers and partnered with nonprofit Open to All to implement the Mitigate Racial Bias in Retail Charter, which brought together 60 major retailers to take steps to be more inclusive. As of 2023, 51% of Sephora employees at the manager level and above are people of color (vs 39% in 2020). The retailer has doubled the share of Black leaders in its stores and – a testament to the success of its inclusive policies – received the 2023 Great Place to Work Award. From employee engagement and training, and in-store pilot programs to PR narratives and assets, our work continues to ensure the insights generated help mitigate unfair treatment and racially biased experiences for both employees and shoppers.
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