ROLE
Creative Direction · Web Design · Development · Content Management
Creative Direction · Web Design · Development · Content Management
SCOPE
Brand Expression · UX/UI · WordPress · E-commerce · Art Direction
Brand Expression · UX/UI · WordPress · E-commerce · Art Direction
THE BRIEF
Alexander Lewis needed an online presence that could function as an e-commerce platform without losing the more conceptual and editorial character of the fashion brand.
The client arrived with a remarkably detailed moodboard of imagery, colours, typography and brand references, alongside three simple principles: Nonchalant. Human. Storytelling.
THE APPROACH
I translated those references into a minimal visual system built around tailored typography, a restrained colour palette and generous layouts, balancing the practical requirements of an online shop with the more atmospheric qualities of a fashion editorial.
We worked collaboratively from the beginning, using early wireframes to establish the structure and allowing the client's own visual explorations to inform the final direction.
Initial wireframes — establishing the structure and visual hierarchy
FROM DESIGN TO BUILD
The project then moved into development, where I customised an existing WordPress framework far beyond its original structure to accommodate the brand's requirements.
Over six months, I worked across the build as well as the day-to-day content: managing more than 1,000 product uploads, developing blog and lookbook templates, and overseeing quality assurance across SEO and mobile responsiveness.
