The Story:
The Story:
I was brought on in March of 2022 and it was a rebuilding season for the Brooks Brothers team. The company had just navigated a bankruptcy and subsequent purchase and was looking towards the road to recovery for the website.
Over the course of the following two and half years the website has improved however, there have been ebbs and flows. The homepage has many stakeholders, and is the result of an ongoing conversation between creatives, data, executive concerns, merchandising agendas, seasonal business objectives, and smaller branding goals. Because of this, improvements are gradual and often hard learned. Many brand-story focussed agendas are truly not impactful from a data perspective. However some of the best performing changes, based on the data completely compromise brand storytelling. Thus executing the homepage design requires a constant cross management of expectations between teams.
I was brought on in March of 2022 and it was a rebuilding season for the Brooks Brothers team. The company had just navigated a bankruptcy and subsequent purchase and was looking towards the road to recovery for the website.
Over the course of the following two and half years the website has improved however, there have been ebbs and flows. The homepage has many stakeholders, and is the result of an ongoing conversation between creatives, data, executive concerns, merchandising agendas, seasonal business objectives, and smaller branding goals. Because of this, improvements are gradual and often hard learned. Many brand-story focussed agendas are truly not impactful from a data perspective. However some of the best performing changes, based on the data completely compromise brand storytelling. Thus executing the homepage design requires a constant cross management of expectations between teams.
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🤔
💻
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💰
🫠
😬
Macbook Pro
Phase 1 updates:
Homepage redesigned with an editorial approach. More consistent typography, and balanced composition.
Baseline:
Poor layout and typesetting. Poor visual hierarchy.
Phase 2 updates:
Testing phase, embracing more functional modules and decreasing the length of the homepage. Moving more towards symmetry and away from editorial layout
Phase 3 updates:
full cohesive seasonal imagery integration. Refinement of interactive modules. refinement of type styling and visual hierarchy
Baseline:
Poor layout and typesetting. Poor visual hierarchy.
March 2022
Phase 1 updates:
Homepage redesigned with an editorial approach. More consistent typography, and balanced composition.
Summer 2022
Phase 2 updates:
Testing phase, embracing more functional modules and decreasing the length of the homepage. Moving more towards symmetry and away from editorial layout
Fall / Winter 2023
Phase 3 updates:
full cohesive seasonal imagery integration. Refinement of interactive modules. refinement of type styling and visual hierarchy
Spring / Summer 2024
Homepage design development
The following examples give a high level overview of the various design milestones for the Brooks Brothers homepage.
The improvements to the homepage were a massive team effort. Much of the improvement can also be attributed to the improvement in photo art direction that occurred in tandem with the website improvement.
March 2022
Summer 2022
Fall / Winter 2023
Spring / Summer 2024
Homepage
Updates
Homepage
Updates
Homepage design development
The following examples give a high level overview of the various design milestones for the Brooks Brothers homepage.
The improvements to the homepage were a massive team effort. Much of the improvement can also be attributed to the improvement in photo art direction that occurred in tandem with the website improvement.
Homepage
Updates
Macbook Pro
