Lee Denim

Dates
2022 - 2024

Lee is an American brand of denim jeans, first produced in 1889 in Salina, Kansas. Through the redesign of their website and online marketing, we’ve created campaigns to increase their revenue and online experience for new customers.

Services
Visual Design
UI & UX Design

Tools
Figma
Photoshop
Illustrator

Project Type
Client

BLENDING PAST AND PRESENT:
A NEW ERA AT LEE DENIM

I collaborated with Lee Jeans to craft compelling marketing materials for multiple campaign launches. This involved developing seasonal guidelines, tailored advertising assets, and contributing illustrations and animations for their Pride collection. Additionally, I was a part of the team responsible for the research, information architecture, wireframes, design, and prototyping of the websites.

Tools Used:

PROJECT BRIEF
AND CHALLENGES

Lee Denim’s existing digital presence had become outdated and bloated with content. The challenge was to streamline the huge amount of products whilst simplifying the online experience and create a new visual identity whilst maintaining a strong and consistent brand across both desktop and mobile experiences. Key goals were to easily allow users to discover and learn about upcoming sales in a visually and engaging way, whilst simplifying user pathways to make it easier for users to support and take part in workshops and events.

TEAM COLLABORATION

Collaborating with designers Grace Hamilton and Malachi Synder, we've crafted intuitive user interfaces and optimized navigation for seamless interaction while creating visually compelling elements that resonate with Lee Denim customers.

Pride Lee Denim Campaign, Figma Working Files.

A NEW APPROACH AT LEE DENIM

1. Research

Along with industry market research, we conducted a competitive analysis to understand the strengths, weaknesses, similarities, and differences between competitors (like Levi’s, Hollister, and American Eagle). Existing site data was analyzed to determine where the current site succeeded or failed, before identifying key audiences, their motivations, and goals.

GROW AUDIENCE

Grow our Emerging audience of 21-44-year-olds to build momentum with new and more premium consumers.

ENGAGE CURRENT CUSTOMERS

Engage our existing audience in compelling ways both online and offline via unique offers and loyalty rewards.

EXPAND CUSTOMER LOYALTY

Expand and inform our audience by reaching across digital and offline tactics by targeting new and existing consumers.

2. Initial Process and
Style Guides

The next step was to translate the market analysis results into different variations and concepts based on the photoshoots and copy provided. Concepts address user behaviors across the Lee Denim website and provide information that is relevant to upcoming sales and events.

Clients and Key Stakeholders met with our team to develop an overall flow of upcoming promotional events.

Working within our Figma File, our team created a Figma Design System that ensures compatibility between our designers and developers. This helped to inform our campaign guidelines.

3. Design Grid Systems

On both the website and mobile experience, we've meticulously adhered to a consistent layout strategy, ensuring that all our photos align with the 3:4, 1:1, and 4:3 ratios. This deliberate choice not only maintains visual harmony but also optimizes the viewing experience across different devices. Whether users are browsing on their desktop or scrolling through the mobile interface, they encounter a cohesive visual narrative that remains captivating and immersive.

4. Concepts and Variations

We focused on making subtle yet impactful changes to enhance the user experience. From adjusting visuals to refining copy, each edit was made with the aim of boosting engagement and driving conversions. By weaving together user insights and strategic messaging, our revamped concepts seamlessly integrate information about upcoming sales and events while resonating deeply with Lee Denim's audience.

Scroll through the interactive figma prototypes for February 2024.

February 2024 - Final Concept One

February 2024 - Final Concept Two

PUTTING A SPRING IN YOUR STRIDE SINCE 1889.

STYLE BORN TO BE REWORN.

Freedom and comfort are top of our agenda for Spring 2024. We know that there is strength in softness and in hard-wearing pieces that get better - and more soulful - with age.

This is the denim and workwear democracy that Lee stands for. And this is how we have shaped the American denim landscape since 1889.

Innovating forever styles designed to put a spring in your stride.

Visit the Lee Denim Webiste