While designing this homepage, I saw it as an opportunity to refresh the entire page and reenvision what the brand would feel like for spring. Especially coming off of the holiday season, I felt that leaning into coastal, clean, and simple photography would really resonate with our customer.  

One of the brand values that we wanted to communicate to our customer is “Beauty”.  To accomplish this, I designed the page to utilize large, full-width assets. To reinforce this value, I’ve also removed margin in between features with the goal to keep the customers feeling inspired and engaged as they scroll.

In executing this direction, the design problem became curating photography together to create enough separation between stories, while maintaining visual interest. To complement this direction, I am also using a consistent typography system and text placement to remove places the customer has to look while scanning the page.