Versace / Jimmy Choo

AKQA embarked on a transformative journey with the legendary fashion house, Versace, and their sister brand Jimmy Choo. Their iconic brand essence was fading behind an uninspired eCommerce façade on their online platform. So it became our mission to not only elevate the luxury shopping experience to boost conversions but also infuse Versace's unparalleled DNA into every touchpoint and aspect of their digital journey. In this exceptional undertaking, we were entrusted not only with revamping the Versace website but also Jimmy Choo's, a fellow luxury brand sharing a codebase. Key among our objectives was crafting two distinct design systems that masterfully delineated the brands, allowing their voices to shine despite sharing UX functionalities. From the outset, I was thrilled to lead the discovery and ideation stages, having the unique opportunity to construct the project from scratch, presenting my visionary concepts directly to the esteemed client, and forging an initial design system. My ultimate aspiration was to channel the confidence and sensuality of the Versace client onto the website, crafting an unforgettable first impression and a seamless shopping experience. To achieve this, I delved into a diverse range of influences, drawing inspiration not only from other luxury brands but also from editorial exemplars, strategically anchoring the design around the brand's identity. Our research culminated in a striking design featuring the prominent placement of the Versace logo and captivating, full-bleed editorial images, ingeniously animating responsively as users scrolled, exuding an audacious stance. During my engagement, I redesigned key global components, such as headers, menus, and product description pages. This process allowed me to flesh out pivotal elements and interaction patterns, ultimately establishing a visual identity that could be seamlessly scaled and adapted across the entire site. In close collaboration with a UX designer, I concentrated on the visual aspect of the project, and together, we forged a comprehensive user experience and design toolkit, empowering the Versace, and Jimmy Choo, brands with an online presence that exuded sophistication and allure. Client: Versace/Jimmy Choo Agency: AKQA Role: Design Lead/Art Director