1822 Denim
Founded in 2015, 1822 Denim is a clothing retailer that designs stylish, comfortable, and high-quality jeans for women of every shape and size. Their mission is to offer premium denim at an accessible price point for all.
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Creative Direction - Brand Identity - Brand Strategy - UIUX Design - Shopify Plus Development - Digital Marketing - SEO - Packaging
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Redesigned and launched responsive e-commerce site, resulting in $1MM avg. yearly growth, $300K avg. yearly email/SMS growth, and 23.25% increase in conversion rate.
Led website redesign project with user research, wireframing, prototyping, and usability testing, resulting in modern and responsive design that improved user experience.
Managed web development team, ensuring adherence to coding standards, best practices, and project timelines.
Worked closely with web development team to ensure that SEO best practices are implemented in website design and development.
Integrated social media and email marketing tools to enhance digital marketing capabilities and increase customer engagement.
Collaborated with external partners to integrate third-party tools and plugins, enhancing website functionality and user experience. Improved features included sizing visualization, returns management, wholesale ordering, accessibility, email marketing, customer reviews, loyalty programs, and payment options.
Tools used: 3D Look, Returnly, NuOrder, Faire, EqualWeb, Klaviyo, Yotpo, Smile IO, Afterpay, and Shop Pay.
The Assignment
1822 Denim approached me to help expand their e-commerce division and elevate their brand recognition online. As a brand with a solid brick-and-mortar business model and partnerships with Nordstrom, Bloomingdales, and specialty boutiques, it was essential to translate the look and feel of their premium denim collections to their online presence and print materials. The messaging needed to appeal to prospects in the United States and international markets while establishing 1822 Denim as the leader in all-inclusive-sizing denim that emphasizes quality and affordability. Our goal was to create a refreshing, modern, and inviting brand that still appealed to their current customer base while emphasizing inclusivity and affordable price points.
Brand Identity & Strategy
My process first involved the development of experience principles — Inclusive, Diverse, Natural, Attainable, and Comfortable. Developing these key principles helped make my design reviews, copywriting, and photography less subjective, and more objective and on point with the values that resonated with 1822 Denim’s objectives and demographic. This approach also helped curate the list of competitors 1822 Denim was comparing against, establish UX priorities in the wireframes, and lead a foundation for the creative direction and copywriting.
Inviting,
Natural &
Assuring
JEANS FOR EVERY[BODY]
PREMIUM INCLUSIVE DENIM
#WEFITYOU
Web Design, Development, & SEO
At 1822 Denim, I oversaw a comprehensive design project that included a competitive audit, UIUX redesign, and collaboration with various teams. I managed a web development team specialized in Shopify Plus, ensuring that designs were implemented efficiently and to a high standard.
To enhance the customer experience, I researched and led the implementation of smart design solutions, including accessibility design, package-less returns and exchanges with multiple drop-off locations, a virtual fitting room utilizing 3D technology, and a virtual showroom for wholesale buyers to browse and purchase remotely during the pandemic.
I also worked closely with the SEO team to implement on-site and off-site SEO initiatives, ensuring that the company's online presence was easily discoverable. Additionally, I created a comprehensive style guide to reflect a systematic approach to design across all touchpoints.
Digital Marketing
To increase 1822 Denim's brand visibility and awareness, it was important to showcase the company’s initiatives and brand messaging through engaging emails, SMS, and social media. I worked closely with the in-house copywriter, head of customer service, photographer, stylist, sales, and marketing team in producing short, bold, and captivating messaging, complimented by striking brand content and styles. In addition, I created a community page that emphasizes 1822 Denim's commitment to empowerment and inclusivity where the brand showcases its customer ambassadors and influencers.
Branding & Packaging
To provide a consistent experience, I needed to align the digital and physical, tying every element together into a specific visual brand language to instantly differentiate 1822 Denim. 1822 Denim’s branding needed to communicate that it was made for all types of people. I designed packaging that was minimal, engaging, and inviting, representing the personalities of customers.
“We had a wonderful experience working with Toni. Very knowledgeable, creative, and delivered a website that perfectly captured our vision.”
Tanya Zrebiec
VP of Marketing – 1822 Denim