DIGITAL Brand Experience

UI Design & Strategy | Theo Grace

Following the brand’s initial launch, I led the creative evolution of Theo Grace's digital footprint across its e-commerce website and email channels, targeting a sophisticated global audience. Transitioning away from rigid, boxed layouts and heavy brand framing, I spearheaded a shift toward a high-fashion, editorial aesthetic that elevated the brand’s storytelling.

To drive engagement and conversion, I redesigned key homepage modules and created dynamic, responsive email templates built around seasonal campaign visuals. I introduced full-bleed imagery, integrated User-Generated Content (UGC) to build community, and implemented strategic A/B testing on headlines and layout structures to optimize the customer journey.

Delivered an immersive digital ecosystem that doubled the brand’s email subscriber base in six months, significantly increased click-through rates, and drove unprecedented commercial growth.

Role Lead Graphic Designer | Global Footprint US, CAN, UK & AU | Year 2025

Left: The original rigid, blue-framed layout. Right: My redesign. I introduced full-bleed photography and richer color storytelling to create a more welcoming, editorial feel that instantly resonates with the customer base.

Scrolling through the Christmas homepage across mobile and desktop. By carrying seasonal themes down the page through carefully curated imagery, I built a continuous narrative loop that enhances storytelling while ensuring a seamless, high-end experience across all screen sizes.

The original rigid, boxed layout. Right: My updated design. I stripped back the boxy elements and date containers to introduce full-bleed campaign imagery, expressive typography, and storytelling modules that mirrored the website’s elevated feel.

Left to right: Seasonal launch, editorial story, and two promotional drops. Each template balances a distinct purpose within the design system. Using rich colour palettes to build seasonal mood, elevated layouts for editorial storytelling, and expressive typography to deliver high-impact promotional offers.

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