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THE ICONIC
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Creativity at speed.
Australia and New Zealand’s favourite retail destination — positioned as a technology company since 2011.

Year
2020
Industry
Fashion & Beauty
Location
Australia
Deliverables
  • Design System
  • Headless CMS
  • Component Library
  • UX/UI Design
  • Microservices
Recognition
  • 13M hits / month
THE ICONIC campaign experience

Inject new code into a rigid architecture so content teams can publish without waiting on engineering.

To achieve ambitions of becoming a billion-dollar company, THE ICONIC needed to increase efficiency from internal teams while satisfying content-hungry shoppers. Every campaign or brand partnership page involved UX, creative, product, engineering, production and marketing — with an eight-week cycle time.

Nightjar devised a way to inject new code into their rigid website architecture so content teams could create marketing pages and publish without waiting for THE ICONIC’s internal engineers, already at capacity running the behemoth site.

The result: a component-based system that bolts together like Lego, merges catalogue and editorial content, and sees THE ICONIC well into the future.

Inject new code into a rigid architecture so content teams can publish without waiting on engineering.

To achieve ambitions of becoming a billion-dollar company, THE ICONIC needed to increase efficiency from internal teams while satisfying content-hungry shoppers. Every campaign or brand partnership page involved UX, creative, product, engineering, production and marketing — with an eight-week cycle time.

Nightjar devised a way to inject new code into their rigid website architecture so content teams could create marketing pages and publish without waiting for THE ICONIC’s internal engineers, already at capacity running the behemoth site.

The result: a component-based system that bolts together like Lego, merges catalogue and editorial content, and sees THE ICONIC well into the future.

Year
2020
Industry
Fashion & Beauty
Location
Australia
Deliverables
  • Design System
  • Headless CMS
  • Component Library
  • UX/UI Design
  • Microservices
Recognition
  • 13M hits / month
THE ICONIC modular marketing pages

System

A unified, scalable design system set the foundation for a consistent brand experience across content, category, catalogue and product. A headless CMS (Prismic) with microservices merges products from THE ICONIC catalogue API and editorial content from The Edition API.
THE ICONIC component modules
THE ICONIC mobile-first modules
Competition module
Shop the look module

A component-based system to empower content teams and relieve pressure on engineers.

THE ICONIC shop-the-look experience

Modules

Countdown timers for sneaker releases, media tiles pulling live product data, Shop the Look modules, and offers grouped by shopper need — 35+ modules used to create 150+ marketing pages. Campaign pages that once took eight weeks now launch in a day.
Offers module
Designer hub module
Mobile module
Mobile module variant
Brand partnership page
Campaign landing page
Andrea Bauza
Marketing Merchandise Manager, THE ICONIC
We set up the campaign page in a day, and the adidas marketing team absolutely loved it.

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Say no more It's a match ↓

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  • 3rd Floor, 86-90 Paul Street London England EC2A 4NE United Kingdom
    GPS
    N 51° 31' 32.32" W 0° 5' 01.15"

  • Psst Psst. Wanna get Spammm?

Venture — coming soon. We co-build with founders.

Tell us what you're building. Give us the real version — what stage you're at, what's broken, what you need. The more honest you are, the faster we can tell you whether we can help.

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FAQ

Eight things worth knowing before we work together.

  • Mostly early-stage startups and founders building something for the first time — or rebuilding something that didn't work the first time. We've been through it ourselves, so we understand the constraints.

  • We're flexible. Sometimes it's a full brand and website. Sometimes it's one component that's holding everything else back. Tell us what you need and we'll be straight with you.

  • It depends on the scope, but most projects start with a brief discovery session — paid, focused, and designed to get us both clear on what actually needs doing.

  • By project, not by the hour. We scope it properly upfront so there are no surprises on either side.

  • Yes. If you've got something that's working, we build on it. If it isn't working, we'll tell you.

  • Fully. We've worked with founders across the UK and Europe. If you're local and want to meet, great — but it's not a requirement.

  • Front-end: Next.js, React, TypeScript. We pick the right tool for the project rather than defaulting to one stack.

  • Occasionally we co-build with early-stage founders — equity arrangements, sprint-based partnerships, or acting as a technical co-founder for the first stretch. It's selective. If it sounds relevant, mention it when you get in touch.

Testimonials

The kind words are on their way. We're just getting to work first.

Coming soon

Good things to say — soon.

Coming soon

Watch this space

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