Billy Reid is a modern design atelier based in Florence, Alabama. As their Senior Designer, I created on-brand visuals that incorporated a 20-year history of luxury product design. Challenges within the company include a lack of existing content library or collaborative tools. The result has been a streamlined and cohesive presence across their E-Commerce website, digital marketing, and print materials.
Design trends and competitor research were combined in the redesign of Billy Reid's e-commerce website. As the Senior (and only!) Designer, I created an updated and modern design guide. This refresh was desperately needed, as the brand had outsourced work from different designers and therefore lacked a cohesive image across the site. The site was finished with a team of developers and with myself as the sole designer, working closely with the Chief Marketing Officer on developing a design direction. A key achievement was creating a process of sharing stories from the designer, while maintaining luxury brand appeal.
Challenge 1: The existing website combined the work of different designers and outside firms without the use of a style guide. This resulted in disjointed work and a lack of brand voice.
Challenge 2: The e-commerce team is small and is managed by the same team that executes a full marketing calendar. Billy Reid was on a Magento web platform that was too bulky and difficult to update without a
full-time developer on staff.
Solution 1: Create a design guide that incorporated competitive research and integrated work from previous seasons.
Solution 2: Work directly with developers to transition from Magento to Shopify and create variable sections on the site's backend that would make weekly site updates by a small team more manageable.
Hands On Team
1 Site Content Manager
Chief Marketing Officer
Head of Logistics
Product Detail Page
Collection Landing Page
The Billy Reid Story
Fall / Winter 2020 Collection Introduction