Luxury Sneaker Brand
Two years of art direction for a luxury sneaker brand’s digital world, and the design system that held it together.
Client under NDA
The client isn’t named and its screens stay private. An abstract material study stands in for them here, and the diagrams below are redrawn for this site.
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From late 2023 to late 2025 I led the art direction of a luxury sneaker brand’s website.
That meant every evolution of the e-commerce platform, the omnichannel communications to clients, and the moments where the brand gets to be loud: 3D, motion and experiential landing pages. I worked with two colleagues, another art director and a UX/UI designer, and most of the site that is live today comes from the three of us.
A system the brand didn’t know it needed
Several vendors and internal teams worked on the brand’s digital channels, each from their own files. I proposed a shared design system in Figma, with foundations, a component library and a navigable prototype that anyone could work from without access to the main design file. The client took it on, and it became the reference for all of the brand’s digital projects: a button, a modal or a product card now looks and behaves the same whoever builds it.
A configurator, in concept
I art directed the concept of an immersive sneaker configurator running in real time on Unreal Engine: the product floating on its stage, a panel of materials and accessories, and an interaction that changes the mood of the whole scene. It is a concept and has not launched.