Digital Art Direction, UI, & Lead Design | Project Designed at PVH Corp. | 2019
Goal: Build your custom white shirt in three easy steps and have it shipped in 1-2 business days for $29.
Process: Perfect White Shirt (PWS) is a nearly customized shirt collection sold exclusively through VanHeusen.com at an affordable price. Our shoppers can build their custom white shirts in three easy steps by selecting from a range of 6 fits and 3 collars to create over 400 combinations of styles for every body out there.
In the brainstorming stage, the most obvious idea was to cast a number of models to represent each fit but as the budget dedicated to this project started to shrink we had to go back to the drawing board. This was a true moment where the project constraints fueled the team's creativity. Instead of hiring models, we recruited our PVH workforce as our cast.
For our online customers, we had to introduce them to a new product experience that prioritized clear, simple instructions. We designed an interactive module that walked our customers through a total of 3 steps concluding in an "add to cart" link of their custom shirt. This module lived on the collection's microsite and the site homepage at launch. It needed to be adaptable to the various landing page applications and responsive for our mobile channel which generated the highest percentage of traffic.
responsive website
ecommerce website landing page
homepage takeover + product landing page
email marketing - launch campaign
email marketing - launch campaign
social media - launch campaign
social media - launch campaign
email marketing - holiday campaign
social media - holiday campaign
Client: Van Heusen
Company: PVH Corp.
Creative Direction: Samantha Truedsson, Anthony Trama
Brand Art Direction: Cristina Delgado
Copywriting: Casey Kettleson
Lead Design: Tayef Farrar
Design: Yi Ming He, Karen Dean, Heather Ramos, Cynthia Hernandez, Meredith Christensen
UX : Jason Lazzara
Web Development: Kevin Kemper
Production Director: Kristopher Walter