In 2016 I led the reconceptualization and redesign of the digital experience for the clothing brand, Hatley. The website was the crux of this project. In the span of twelve months, we redesigned everything from the homepage to the cart. Moreover, as mobile sales are increasing, it was essential to provide users a seamless experience from their laptops to their cellphones.
One of the most important parts of the rebrand was the upgrade in e-commerce photography. Before, the products were shot on stark white and cut out with no shadows. I felt it was important to elevate this and integrated instead, an off-white background, natural shadows, and branded wooden hangers. I also emphasized retouching standards and created a new guide to be carefully followed.