imogene + willie
Role
Brand Design, Web Design
Sector
Retail/E-Comm
Year
2020-2022
Creative Director
Jonathan Krohn
Objective
Cultivate brand growth. When I joined Imogene and Willie, the team was small yet resilient, managing the demands with minimal time for research and development. Our scrappy team evolved imogene + willie into a trusted brand, marked by innovative ideas that continually redefine industry standards.
What we've done
1. Grew the first creative team of the company
2. Shopify site redesign & optimization
3. Created processes for collaboration, project management, creative reviews, and creative production
4. Landing page redesign & optimization
5. Expanded brand offerings
6. Launched successful social and digital marketing strategy
Results
• Added over 100 new SKU's across the brand
• Increase of over 4600% revenue in t-shirts alone from 2019-2023
• Partnered with brands and events like Gibson, Billy Strings, Austin City Limits, SKU, Sabah, Alpha Industries, Stag Provisions, and others.
Shopify Site Redesign
I orchestrated the Shopify site redesign, identifying and resolving pain points, optimizing for mobile, and elevating the presentation of collections and product pages for more compelling storytelling. I refined the My Account, Cart, and Nav sections to align with brand values. Also oversaw the QA process, which involved testing, reviewing, and notating dev work.