CREATIVE DIRECTION Full eCommerce redesign for the fashion retailer Abercrombie & Fitch in 2011. A&F’s UX, front end design, & product photography were all updated.
Redesigning Abercrombie.com was incredibly involved. It took over a year to plan and execute. The overall look and feel was highly influenced by the brand's obsession with matching the in-store experience. Subtle gradients, mood lighting, and classic Abercrombie grey were used as the neutral canvas for the product to shine on.