West Elm

Art Direction | Branding | UX/UI | Web Design

The launch of West Elm Handcrafted was West Elm's first attempt at a true 'advertorial' user experience, I was lucky enough to have been brought on for Art Direction and Design due to my editorial background. The Goal was to immerse the user in the story of the makers, allow for a non-intrusive purchase avenue, and also to engage them with exciting visual content, like on location photos & video. Click through for the entire Handcrafted micro-site

Front + Main solved a long running problem at West Elm: 'Where do we put all this amazing content, without it being overwhelming?' Art Directing this project was a delight as we got to discuss and ultimately solve questions like: 'What content should be paired together?' And, 'How can color serve to create our grid?' Working with designer Dominic Fortunato on this project made directing the easiest part of the process.