Creating an effective direct-to-consumer website required balancing brand storytelling, customer experience and commercial objectives. The goal was to deliver a contemporary online experience that reflected the premium nature of the brand while driving engagement and conversion.

As Creative Lead, I directed the visual design and user experience, creating a clean, intuitive interface that prioritised navigation, product discovery and ease of purchase. Working closely with developers, marketers and stakeholders, I translated business objectives into a digital experience that felt both sophisticated and commercially focused.

From information architecture through to visual design execution, I ensured every element worked together to strengthen the customer journey while maintaining a consistent brand experience.