Menu Flagship Redesign

Role: Creative Direction, UX/UI, Strategy Development, Product Owner, Asset and Studio Management

The Challenge: Take an 18 year-old brand - built on the creation of the perfect pant - and expand the narrative to showcase its complete collection, integrating storytelling and brand heritage along the way.

Theory is about removing the clutter, making the question of ‘What to Wear?’ the easiest one you’ll answer all day.

Additional Parameters: I was also tasked to lead the development of a bi-weekly refresh strategy that aligned the site with collection-led editorials, which had numerous ways of communicating to the consumer. These were built into a module-based design approach giving the site a malleable consumer-communication environment. Theory also needed to upgrade Theory's digital back-end to give best-in-class merchandising and design capabilities to an agile team, enabling them to pivot their storytelling and sales drivers at a moment's notice.