UPWEST
Art Direction / UX UI Design
About the Project
UpWest, a new lifestyle spinoff brand by Express Inc, is a digitally-native DTC fashion and lifestyle brand focused on wellness, health, and sustainability.
From the beginning, our team knew that UpWest's brand strategy was about providing comfort for the mind, body, and spirit. UpWest does this through their product catalog, as well as the charitable initiatives they support. Additionally, the brand's intent was to deliver a "content-meets-commerce" experience through storytelling, rather than being just another site for mindless transactions.
Project Type Brand Development & Website Design
Role Lead Designer
Tools Sketch, Invision, Photoshop, Illustrator, Shopify
Agency BVA
Working closely with our development team, I used a component-based design system that allowed for quick global updates as needed. Furthermore, I built in optional sections for upsell and product discovery moments. For example, on the product page the store admin would have the ability to easily link a blog article or merchandize some recommended products at will.
A Content Meets Commerce Approach
Knowing how much UpWest valued storytelling, we set out to push the limits of what Shopify Plus could do in terms of content.
We heavily customized the blog tool, and thoughtfully designed templates that seamlessly integrated the purchase path within editorialized content. For example, if a customer is browsing products on the homepage, we wanted to weave in elements of the blog (“Our Top 5 Travel Essentials for Summer”) without pulling them out of the shopping funnel.
