As the Senior Graphic Designer, I was responsible for designing and creating a seamless shopping and educational experience that highlighted the full range of our Owned Brands winter collections. While the overall concept was driven by my art director, my approach was to blend our stunning studio photography with motion blur images to showcase both the beauty and functionality of the apparel. The motion blur added a sense of movement, emphasizing the product's ability to perform in outdoor environments while also highlighting the breadth of styles and color options. I collaborated closely with my art director throughout the project to fine-tune the visual direction and ensure the compositions captured the balance of technical details and aesthetic appeal. This collaborative effort helped us create a cohesive look and feel that was both visually engaging and informative for the customer. The design was carefully crafted with user experience in mind, blending shoppable features with educational content to engage customers and reduce drop-off rates. The impact of the design was significant, as the pages helped drive sales through the collection while also educating our customers on the range of technical products designed in-house. The seamless integration of shopping functionality with educational content allowed users to make more informed purchasing decisions, while also boosting engagement with the brand.
Creative Director – Taylor Buck
Concept/Art Director – Inese Silina
Designer – Collin Putnam
Photography – Marcus Gracia
Retouching – Derek Dodds