Digital Art Director, PF25 Site Refresh
Partnered with the web developer to resolve inconsistencies in the site’s visual hierarchy, refining CTA scale, typographic treatments, image categorization, and motion language through video clipping and animation.

Objective:
Purple’s existing site experience was inconsistent and did not support clear seasonal storytelling for the PF25 campaign.

Outcome:
Redesigned the site’s visual system — including CTA scale, typographic hierarchy, motion usage, and content structure — aligning the digital experience with the PF25 creative platform.

PURPLE was founded in 2017 at the intersection of industrial design, streetwear and luxury fashion.

Team: Web Developer