DÔEN SITE + BRAND CREATIVE REDESIGN

I am most proud of being the driving force in charge of the implementation of Dôen’s new website design. I worked long hours, directly communicating with our developers, to push through all creative and UX/UI design needs and was the principle leader in the launching this website on schedule. I oversaw any website related issues throughout all phases of the project from mock design, execution, to final approval and worked hard to keep clear communication to the upper management team on progress and approvals.

Art Director & Collaborator, Dôen redesign launched Summer 2022.



Left, the new Homepage layout from the Spring 2023 Chapter 1 collection; notes indicating structure and purpose.

Right, click through to see a majority of the core designed pages through the new website. The Product Landing Page; the Product Display Page; the About Us landing page as well as a gif through the connected pages such as Our Story Page, The Collective Page, Our Values Page, and Our Impact Page...

Dôen webpages, designed with written illustrative notes describing functionality and art direction for each page.

Left, a collection of different webpages designed for the new website.

Click through to see:
the Gift Card Page with its interactive elements,
the 404 Page redesigned for each season,
the Yotpo Social Media integration used throughout the site,
the Contact Us Page with a seasonal favorite campaign image,
the Glossary Page used as a reference throughout the website,
the Careers Page updated as needed,
the movement through the entire design of the “My Account” Pages,
and finally the designed SMS Sign up Page...

Curation and seasonal direction; the most recent Fall 2023 design.

A scroll through the newly designed Dôen Homepage for Fall 2023.

Dôen newsletters designed with written illustrative notes; one of the first, newly designed Welcome Series created for the Fall 2022 Chapter One launch.

DÔEN MARKETING + BRAND CREATIVE REDESIGN

With the creative updates to Dôen’s new website approved, I dedicated myself to transforming the brand’s identity across all platforms of the marketing suite to match the intricate design style, creating cohesive design with the new look + feel in creative and beautifully simplistic ways. I created a thoroughly crafted brand guideline and layout direction across all marketing materials including the many various types of email newsletters, social direction and type hierarchy, as well as our advertisement look and feel.

These three illustrated emails make up the Welcome Series flow. The detailed illustrative notes explain each emial’s marketing objective, the purpose behind each visually intriguing design layout, and provide the art direction for each separate email within the Welcome Series. These newsletters also serve as a good example of the standard for all other newsletter communications from the brand.

Art Director & Lead Designer, Dôen redesign launched Summer 2022.




Left, the First and Second Emails in the Welcome Series.
“Welcome to Dôen” is a beautifully simple, yet comprehensive look at the brand and our current seasonal moodboard and products.

“Our Story” is a longer, more in-depth dive into the brand’s past, present, and future. We start with a letter from the founders explaining the purpose behind Dôen’s creation which leads into a sentimental look at an early cornerstone, the first brick and mortar retail location. Next, we dive into the visual look of the brand design while showcasing the current collection’s pieces on both model and utilizing our community’s organic imagery. Lastly, we touch upon our ethical mission statements and provide a look into the future environmental aims. 

Right, the Third Email in the Welcome Series.
A product-driven email that provides a glimpse at our Favorite Characters, simple pieces that are beloved by so many in our Community.

Click through for different product newsletters in Welcome Series flows: Original Fall 2022, Spring Whites 2023, Single Item Highlight for Summer 2023, Hand Me Dôen program introduction, and Spotlight on the Diana Jean Prelude 2023.

DÔEN ADVERTISEMENT + BRAND REDESIGN

Dôen is a unique brand in that they prioritize campaign imagery each season, showcasing a large swath of product with each location based photoshoot. With access to this gorgeous photography, I preferred to emphasize these images with subtle logo and collection branding to simply & cohesively sell the product as well as the Dôen brand.

I greatly enjoyed curating image selects, redesigning our advertisement hierarchy, and leading Dôen’s visual redesign across all brand identity assets.



Right, the new brand redesign for Dôen advertisements from Summer Chapter 2, 2022.

Social Media design play with Dôen ecommerce imagery for Spring Chapter Two, 2023. Utilizing the new fonts and aesthetic to create interesting dimension and hierarchy, this grid showcases one of my presented design systems.

Instagram stories designed for brand continuity and future use.

DÔEN SOCIAL + CREATIVE REDESIGN

Once Dôen’s overall new look & feel was visually approved, I created a system of brand identity layouts and usage for social media design. Dôen relies mostly on organic reach via social media, but in the moment where dense storytelling and deep dives into our messaging is needed, I curated specific typography standards.

Most of these designed stories would live in the “highlight” section on the brand’s instagram serving as a spotlight for further information into Dôen and what we stand for.


Left, Dôen highlight stories: Seasonal Scrapbook story, The Brentwood Shop, Our Partner “Room to Read”, Meet Our Team, Journal: In the Studio with Rebekah Miles, Behind the Scenes: Our Design Process, Anti Racism Messaging updated throughout the year, and an example of different jobs for our Hiring highlight reel.