Figleaves
Lingerie Essentials for 'Every body' - At Figleaves we prided ourselves on inclusivity. The heart of the brand reflected in the day-to-day and was rooted across all comms and visuals
Brand Guardianship
At Figleaves I had the wonderful opportunity to act as a brand guardian and experience many areas of the business and cultivated an in depth understanding of end to end from product creation and sourcing to buying merchandising and marketing strategies. All of which served the marketing funnel that supplied an in depth strategy to our design team roadmap.
Mobile-First UX Redesign
Figleaves’ move to Salesforce Commerce Cloud was an opportunity to rethink the customer experience from the ground up. With a mobile-first brief and a customer base that skewed heavily to mobile browsing, the redesign prioritised streamlined navigation, inclusive sizing content, and a PDP experience built around trust and conversion. More detail on this project is coming soon.
Brand & Visual Identity
As brand guardian, I developed in-depth brand guidelines that captured the ‘Every body’ positioning in both tone and visual language — from photography direction and retouching standards to colour, typography and layout principles. The guidelines covered both studio and location shoots, and were used to brief photographers, stylists and production teams across multiple seasonal campaigns.
