Firetrap opts for Lateral site

Simon Crab, creative director at Lateral, says that he was asked to create a site that could help reposition Firetrap as a ‘youth brand of British streetwear’ – a site that could be easily managed in the future and accommodate a second phase of social media development.

‘They wanted a framework – a flexible system – and some creative guidance so they can develop designs themselves,’ says Crab.

Crab suggests that brands and retailers are aware of the importance of combining social media applications with e-commerce, ‘like content from the user, videos and people commenting on products’, but forecasts that ‘eventually, e-commerce sites will look the same and there will be a reshuffle’.

World Design & Trade, which owns Firetrap, commissioned Lateral in April following a creative competitive pitch against five other consultancies.