Category Web + Brand
Client Garnet Hill
Studio Tank
Role Senior designer
Year 2022
Client Garnet Hill
Studio Tank
Role Senior designer
Year 2022
Garnet Hill is a retailer that has produced high-quality apparel and home items for nearly 50 years. They began as a catalog brand — a small family owned business with a strong reputation for products made of natural fibers. Despite their continued success, they wanted to strengthen their digital presence.
Garnet Hill was looking to modernize the site and utilize more storytelling to highlight the craftsmanship and quality of their products.
Original Site
Project Role
+ Created designs from discovery to development, drove ideation and design exploration
+ Responsible for foundational design elements such as creating a typography system, digital color palette that is WCAG compliant, iconography, CTA and form behaviors, and photography direction
+ Worked with cross-functional team, built relationships with both internal and client teams
+ Provided direction and ideas on how to take feedback and incorporate it into designs
+ Created robust design system library in Figma for hand off to development and client team
Research
The Discovery process began with a wide competitive landscape audit. To answer our key questions, we sought the best examples from other brands, and referenced industry research on the best practices for e-commerce experiences.
Wireframe Examples
Creating a Look and Feel for Digital
We worked closely with the internal team to craft a digital experience that still felt authentic to the essence of a brand that was primarily conveyed through print catalogs for decades. Through refined typography, updated navigation, and photography direction, we created a design system that felt modernized and timeless.
Product Detail
Showcasing product detail is crucial in an online retail experience. I collaborated with the design team to create a template that goes beyond the basics and integrates storytelling with an emphasis on materials.
How-To Educational Content
A how-to style guide was another place to tell stories and show expertise, marrying content and e-commerce, cementing Garnet Hill as a lifestyle brand.
Shop the Look
We heard from shoppers that they deeply appreciate curation. They found it inspiring to see entire outfits assembled or entire bedrooms arranged. We created new page layouts and a site architecture that are more collection-centric. I designed this feature to make it even easier to locate the items shown in an outfit or room through a new “Shop the Look” feature.
Search and Mega Menu
Design Foundations
