A ground-up redesign of the Sheep Inc. e-commerce experience — from the product detail page out to the wider UI language of the site. The aim: give knitwear online the same care it gets in campaign. Generous layouts, considered typography, photography that lets the product lead.
Model photography and product stills were art directed specifically for the new PDP, so the craft and texture of each piece survived the trip to the screen.
Mobile — PDP
Desktop — PDP
UI — Product Detail Page
UI — Product Listing Page
Model Photography
Product Stills
I'm a multi-disciplinary creative with 19 years' experience in the fashion and beauty industry. My work spans brand identity, campaign, digital experience, packaging and product — across both digital and print, from concept through to delivery.
I've worked with large, established brands as well as smaller labels and startups, which means moving comfortably between building something from scratch and evolving a brand that's already out there.
Brands include Sheep Inc., Crabtree & Evelyn, White Stuff, Ted Baker, ASOS and Hobbs.