At White House Black Market, I worked on the evolution of the brand’s visual identity and customer experience, shaping a more elevated and cohesive expression across both imagery and digital platforms. Beginning in 2014 and continuing in partnership, the work focused on redefining the photographic direction — establishing a more refined visual language through concepting, art direction, and the development of comprehensive style guides that ensured consistency across all touch points.
This expanded into leading the redesign of the e-commerce experience, collaborating closely with UX, development, and merchandising teams to create a site that balanced sophistication with clarity and performance. The result was a seamless translation of the brand’s premium positioning into the digital space, strengthening both emotional resonance and conversion through a more considered, design-led approach.