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The internationally renowned label Schumacher revealed its new CI and online shop in time for the Berlin Fashion Week. Dorothee Schumacher’s premium label relaunched its online brand presence ready for the Fashion Week in January 2014, where the focus was shifted to highlight the designer’s personality. This targeted, emotive presence was realised by adopting a new typographical look and a new colour palette in the corporate area. The seamless transition from campaigns to lookbooks and the online shop has created an integrated, engaging brand experience, supported by effortless imagery that incorporates captivating mood and product photography. For the Fashion Week in July 2014, the existing website was given a visual update and now features the new logo under the name “Dorothee Schumacher”. Together with the corporate site’s new CI, the online shop has now also been relaunched. The corporate site and online shop now share a coherent look and feel, which is clean and classic throughout and reflects the exclusivity and new self-image of Dorothee Schumacher across all areas. A structured and functional page structure and the new shop navigation system invite the user to explore and shop. Products are presented using large-format, high-quality photographs, which not only provide the user with both information and inspiration but also ensure an engaging and luxurious shopping experience. In a similar way to the entire corporate site, responsive web design has been used to structure many areas of the online shop, guaranteeing a visually attractive market experience on all mobile and desktop devices.