BLACKS, a major Canada-wide retailer of photo-related products and photofinishing services, underwent a total brand transformation of everything from a new logo to a complete redesign of its retail spaces. With a growing proportion of their customer interactions taking place online, BLACKS quickly determined that a new website and mobile app should be a main focus of the transformation.


Forge was tasked with the complete overhaul of the digital user experience for the website and mobile app, while Environics established the digital media strategy. Forge also oversaw the brand rollout online through custom theme and product photography.


The redesigned BLACKS website showcases the company’s bright new colour palette and vibrant photography. The navigation and product customization process were streamlined to create a better user experience that resulted in a 500% better conversion rate within the first two weeks of launch. Other results include: 1.5 times more page views, and a 51% higher order rate than the previous site.

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