The Conde Nast product team was tasked with creating the brand identity, interactive experience, and design system for vogueworld, a new shopping and street-style driven experience meant to serve as a sister site to Vogue.
I designed the brand identity based on 90s minimalism, to allow for Vogue's photo directors and editors to fully highlight the full range of art direction they were going for.
The digital experience was meant to seamlessly blend e-commerce into a shoppable editorial experience, and also included app design and a takeover of the Vogue app.
Our final presentation was to Anna Wintour, who gave it her stamp of approval.
User research (and common sense) showed us Vogue readers don't use Vogue as their main source of fashion inspiration—Instagram and its features, like the ability to save and organize images, as well as shop product directly, are how most consume fashion online these days.
As part of this project, we redesigned Vogue's app to become vogueworld, which focused on global style and gave users the ability to (finally!) save images and shop stories, as well as scroll an endless feed of Vogue's video content.
an emphasis on shopping, curated by the Vogue eye
Vogue's biggest goal was this was to inspire readers--enough to want to buy the items featured. Using our component-based design system, we introduced new shoppable designs which were eventually picked up by other Condé Nast brands such as GQ and WIRED.
Vogueworld had never had an editorial homepage aimed for visual exploration, just a grid highlighting its stylish profile pieces. As Vogueworld itself was a street style-focused vertical with an emphasis on photography, we wanted to create something clean and minimal that still felt like Vogue--but perhaps her younger sibling.
Our goal was to highlughUsing the Conde Nast's design system of components, we designed and launched a brand new landing page in just three weeks.
As vogueworld was designed as part of Conde Nast's design system, our goal was to make beautifully dynamic templates that supported initiatives for both marketing and editorial.
We did this by ensuring all assets supported motion—a must-have for Vogue—and felt like an editorial piece for the web.
These designs were ultimately picked up by Bon Appetit, GQ, and other brands using Verso templates.