Role: Design Lead
Date: 2019-2021

Welcome to INTERMIX, where fashion is fun.
The brand offers a curated experience from designer pieces to uprising young designers.

Working as a design lead, I created a design system that establishes a visual narrative that encompasses the brand identity and the general art direction.

Design Systems

Rooted to the brand’s simple core value of serving the best products to customers, the primary colors are simple and well accompanied and unobstructive to photography.

Brand fonts represent the combination of elegance and modern aesthetics to showcase the spectrum of designers that we represent.

Web Friendly

For emails and website, we work with live text for SEO purposes. So I specifically chose web fonts that are served only for web and are compatible on most computers and mirror the main brand fonts the best.

Along with the fonts, I created the web icons as visual aids to help customers to easily navigate the site. These are created to complement the overall visual language of the design system.

Web Components

I created a library of components that are commonly used on our web that range from call to action buttons to form fields.

Email Module system

Emails are our main channel to communicate with our customers so we needed a system to organize and systemize our content. I created module components in order to best serve email franchises that we deliver daily and weekly and establish visual consistency.

Social Media Franchise

Based on the email templates, we also created Instagram stories specific franchises to mirror the marketing message on various media channels.

Web Development

As one of big initiatives to amplify the brand, I saw an opportunity to make our site experience more modern and seamless. We had a long term plan of site reconstructions and developments, but because those were not imminent changes, I wanted to look at alternative ways to elevate the appearance and deliver consistent stories across multiple platforms in the meantime.

Module System

We didn’t have direct control over our site, so we could’t make any adjustment to the existing wireframe or modules. Instead, I relooked at the modules that I could utilize in the platform, which was Demandware, and classify them. Here are some classification examples.

Visual System

Because of technical restraints, I utilized visuals to deliver various look and feel of the editorial stories for every campaign and produced a set of “new” modules that can showcase multiple ways to tell the narratives.

Shopping Page Modification

As we’re modifying the site, we wanted a module that serves as a navigator to different shops that are easy to access on desktop and mobile. After competitor research, I found Instagram Stories module to be effective so I explored various ways to adapt on to our site.
(1st exploration is the approach that we adopted.)

360 Campaign

We create seasonal campaigns that encompass website takeover, email marketing, videos, social media and store signages. I design direct the look and feel of every campaign
On view: Spring 2021

Digital Takeover

Full site takeover to showcase the campaign and new seasonal contents along with accompanying email and social contents.

Art Direction

I art directed the Pre Spring 2019 campaign, which consisted of video series for social media, and photoshoots for daily business contents.
Video production, video editing, art direction

Pre-Spring 2019 Social Campaign

With the theme of “The Modern Gypset,” we wanted to achieve a chic escapism from the winter blues, done in style. We scouted a beautiful garden in up state New York to capture the resort mood.

We produced still editorials for the campaign and a video series, focused on social media launch.

Marketing Contents

Besides campaign photoshoots, I also participated in the daily business production that we often use for daily marketing collaterals.