ART DIRECTION, USER EXPERIENCE, DESIGN.
After opening it's first store on Hollywood Boulevard in 1946, Frederick's of Hollywood has innovated its way to becoming one of the most recognized brand names in the country. As Victoria's Secret's more provocative rival, Frederick's has reinvented itself tirelessly throughout the years. I was lucky enough to have the opportunity to be part of one of these refreshes, as Art Director for the e-commerce site.
During my time at Frederick's, there was never a dull moment. I took the initiative to redesign the entire site, helped to create new offshoot brands, assisted in directing photoshoots, and designed thousands of responsive emails, banners, landing pages and homepages. I became an expert at responding immediately to sales and business demands, directing compelling campaigns on the daily. Here are some highlights...