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Abercrombie & Fitch

Fall 2015 to Summer 2019

As a senior web designer I managed the e-commerce design through three brand redesigns and three holiday seasons at Abercrombie and Fitch, taking high level concepts and building a design system that was flexible enough for the creative director but structured enough for the development team to keep up with the website updates. My responsibilities included designing daily updates to the domestic and international e-commerce sites, presenting weekly to leadership, meticulously delivering high quality assets and spec sheets, and working closely with the web development team to create UI component systems. I also provided art direction for the marketing emails and social media.

E-commerce Design
Design Systems
Development Deliveries
Marketing Email Design
Art Direction
Photo Direction

Homepage Design and Production

Abercombie and fitch homepage with a large feature at the top, where the images were retouched to have shadows to make the text accessible. Below the feature is a trend edit section, then denim, then a Fierce fragrance feature. The example shows some of the creativity that goes into designing a clothing website for two genders. Same homepage in the mobile browser width. Fierce feature design changes to show more details about the campaign, showing how the marketing team was more focused on the mobile site.
Abercrombie and fitch homepage with an overall beachy vibe, again trying to show marketing specific to the gendered clothing with different marketing priorities. Same homepage in the mobile browser width.

Offer Integration

Abercrombie and Fitch homepage with a summer vacation vibe. The feature area has an offer takeover for Spring Sale with a typographic lockup that was highly scrutinized until everyone was satisfied with the space between the letters, the font sizes, and overal balance. This was then translated to html/css live text. Same homepage at the mobile browser width.
Abercrombie and Fitch homepage, with 40% off throughout the store taking over the top section of the page. Interestingly, images without faces performed better for men, and had steady performance for women, so we cropped the images to hide the faces to increase sales. The products laid flat and photographed outperformed photos on models. Same homepage at the mobile browser width.

Special Projects Email Design

Email design for a product launch party in New York for puffer coats.

Marketing Email Design

Email design for dresses and rompers. Design gives the feel that there was someone taking film photographs alongside the digital photographs, and the two are collaged together in an elevated way. Typography is using san serif for headlines, and some words are in italics. Email design for women's shorts, with an editorial style design for the typography and film theme continued.
Email design for men's shirts, design is much simpiler for the people shopping mens clothing, using condensed san serif all caps text for the headlines. Second image is a flat lay of shorts. Email design for men's shorts, design focuses on the products, and the model's faces are either cropped out of the image or they are looking away from the camera. All caps condensed san serif font continues for the headlines.
Email design with one feature: 60% off select styles. Design is a text lockup on a landscape background image of a poolside building. Email design for 50% off throughout the store. Below the offer lockup, there are images of products for sale on the website shown in images posted by social media influencers,website product page photos, and flat lays. The backgrounds of all these images have been retouched to feel like they're in the same space.
Email design for 60-70% off all clearance. Lockup is on a background using the texture of the ocean.

Next Project

Evidence-Based School
Counseling Conference

web design, print design