STARTING POINT

After an exhaustive design brief, myself along with several developers, marketing, & other creatives, partnered to create a new digital platform that could respond to the ever growing demand of modern shopping needs and behaviors. The newly improved Club Monaco website re-launched in 2012; allowing for a larger content area to house the homepage, various landing pages, editorial features, product grids, and description pages. All designed to leverage full-screen potential and offer impactful editorial imagery while enabling a seamless experience for customers. The dynamic typography and imagery, inspired by in-store design conventions, helps differentiate between between women’s and men’s site editorial.

It's not just clothes. It's how you liveand what your dreams are...

was founded in 1985 around the idea of “better basics”...

Position

Visual Designer
& Production Artist

Year

2012

Services

Visual Design
UI/UX
Research
Photography

Tools

Photoshop
Illustrator
Microsoft Office

01. Art Direction

Branding + Photo Editing

I was responsible for the overall visual style and appearance of the website.
My job was to capture the identity of the brand by communicating moods visually to stimulate and appeal to our target audience.
With that in mind I had to select the images from each photoshoot that I felt matched the identity of the brand while keeping to brand guidelines for the web.

02. Visual Design + UX Research

Men’s Landing Page & Editorial Feature

I was tasked with designing and creating stylish, high-impact, user-centered pages and templates.
I crafted elegant layouts to maximize user engagement and cement the powerful brand identity that is Ralph Lauren.