Role
Art Director, Lead Product Designer

Project Space
E-commerce
B2C
Growth Design

As the Art Director for Aww, a travel product company, I led product design and art direction to rebuild their design system, enhance the e-commerce site, and establish a cohesive brand identity. The goal was to strengthen their brand image and connect with their target audience while maintaining consistency across all channels and media.

The challenge was to unify the brand’s visual identity and improve the user experience of their e-commerce platform to better align with the company’s vision and target audience.

Hypothesis

• A consistent and well-defined design direction would strengthen the brand’s identity and improve customer recognition.

• Enhancing the UI/UX of the e-commerce platform would drive higher engagement, traffic, and sales.

• Revamping the social media strategy with cohesive visuals and messaging would boost brand visibility and customer loyalty.

Comprehensive Brand Redesign
I redefined the brand’s core design concepts through extensive client discussions, creating a unified system for their logos, fonts, and color schemes. I also crafted a new slogan to reflect the brand’s overarching voice.

E-Commerce Site Renewal
I overhauled the UI/UX of their e-commerce platform, ensuring a seamless and engaging shopping experience that aligned with the new brand identity.

Social Media Strategy Overhaul
I developed a comprehensive social media strategy, updating content and imagery to create a cohesive online presence that aligned with the brand’s voice and vision.

Art Direction for Advertising
I directed advertisement photography and filming, ensuring all visuals consistently reflected the brand’s identity and vision.

• Average Order Value

  +140%

• Repeat Visit

  +120%

Impact

• Increased Traffic and Sales: The redesigned e-commerce site and cohesive branding led to a significant increase in both website traffic and sales.

• Stronger Brand Identity: The unified design system became the foundation for all marketing and promotional efforts, strengthening brand recognition and appeal.

• Enhanced Customer Engagement: The updated social media strategy and cohesive visuals improved customer engagement and loyalty.

Learning

• Unified Branding is Key: Establishing a consistent design system across all platforms and media is critical for strengthening brand recognition.

• Collaboration Drives Results: Engaging in detailed discussions with the client ensured the design reflected their vision and goals.

• Holistic Design Impact: Aligning the e-commerce platform, social media, and advertising under a unified brand identity creates a seamless and impactful customer experience.

This project highlighted the importance of combining strategic branding with thoughtful design to create a lasting and impactful presence in a competitive market.