Problem: Develop new digital experience for high-fashion designer collection of jewelry. Incorporate the unique designers aesthetic elegantly in to the Bluenile brand.
Solution: Worked directly with each designer and the merchandising team to create unique presentation layer for digital that expressed individual designers. Created branding for the over-all collection. Directed the photo shoots and designs for site, email, ads and collateral.
Results: Created a flexible design system that allowed unique presentation in the CSS without needing custom code. Designed, tested and shipped new search grids, landing page templates and functionality that could be re-used across the site. Art directed the collateral, advertising and email to support the launch and sustain for each designer and the entire collection. Sucessfully extended Bluenile brand reach to new audiences and in to new categories.
