Fred Segal is a fashion retailer out of Los Angeles. In over 50 years of operation, they have never launched an ecommerce website. Their ask was to both tell the story of this under appreciated store and start selling their products on a fully responsive site. 

research.

The team flew to L.A. to visit all three locations to see what Fred Segal was all about.  

exploration.

After seeing the stores ourselves, we invited the client in for a workshop to get a better understanding of where this product needed to go. From there, I directed two designers to explore two unique visual directions. 

x  DIRECTION ONE  x

x  DIRECTION TWO  x

x  LAYOUT EXPLORATION  x

ecomm.

One obvious ask was that we create an ecommerce element to the site. Using the visual language we came up with, we then started applying that to some layouts, starting with the product detail page. This is where I became fully hands-on. 

x  PRODUCT DETAIL PAGE  x

x THE BLEND  x

Although most of Fred Segal's products are from outside designers, they had a line of perfumes that needed a place on their new site. 

x PHOTOGRAPHY DOCUMENT  x

Keeping the quality level high after our delivery was very important. & this was their first time shooting product photography. I created this document full of guidlines for production & post production. 

magazine.

The other major discovery of our client workshop was that it was very important to tell the story of Fred Segal. Instead of creating an elaborate "About Page," our concept was to tell their story through articles focused around fashion topics. Every quarter, fredsegal.com would focus on a different theme. The first quarter woudl be "Denim."

x SHORTFORM ARTICLES  x

x LONGFORM STORYBOARDS  x

Each theme would have at least one "Longform Article." This article would be less templatized and more individually branded. Our vision was to have this type of article be more hi-fi. In order to sell this concept through, I created a number of visual storyboards and mocked up a looping animation. We then built out a working prototype. 

x LONGFORM FINAL  x

In the end, budget wouldn't allow for all the bells and whistles we were hoping for. We compromised to create a uniquely branded, paralaxing article about androgyny in fashion.  

mobile.

There's not always time to layout designs for mobile. A lot of the time, developers will take a stab at reworking designs to look great on mobile with the direction of the designer. In this particular case, I was able to lay out each mobile screen which I believe created a better outcome.