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
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.
Font Update
In an effort to make our website more modern and clean, I’ve worked with the web team to make font update to match to our brand fonts and enhance consistency throughout multiple platforms.
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.
