Strategy + Creative Role
I expanded their visual identity by defining a campaign-specific system rooted in softness, restraint, and modern femininity. The palette balances warmth and neutrality to create a cohesive in-store and digital presence that feels elevated, approachable, and unmistakably Kit Undergarments.
Visual Identity System
I expanded their visual identity by defining a campaign-specific system rooted in softness, restraint, and modern femininity:
Introduced ADA-compliant color pairings, expanding the palette with accessible background tones designed to support high-contrast typography while preserving Kit's soft, modern brand sensibility.
Typography
abcdefghijklm nopqrstuvwxyz
0123456789
abcdefghijklm nopqrstuvwxyz
0123456789
abcdefghijklm nopqrstuvwxyz
0123456789
Typography in Action
Because the launch email was sent to existing ThirdLove customers, we anchored the typography in ThirdLove's familiar email voice to maximize recognition, trust, and click behavior in the inbox.
Once customers landed on site, we shifted into Kit's more classic web typographic experience to reinforce the collection's editorial, stylist-approved positioning, while still living cohesively inside ThirdLove's e-commerce system.
Photography
Selected inclusive, product-forward imagery that emphasized ease, confidence, and realism.
Brand System in Action
Built a modular digital design language across web and email to introduce Kit Undergarments within ThirdLove's ecosystem. The system emphasized clarity, visual consistency, and shoppability while adapting Kit's editorial tone to ThirdLove's established performance-driven framework.
Landing Page
Designed a dedicated Kit Undergarments landing experience that balanced editorial storytelling with commerce. The page introduced the brand partnership, highlighted key product categories, and guided users through discovery to purchase using clear hierarchy, intuitive layouts, and strong primary CTAs.
The layout was optimized for both desktop and mobile, ensuring a seamless experience across devices while maintaining brand clarity and ease of navigation.
→ Figma ViewEmail Design
Developed a responsive email system to announce and support the launch of Kit Undergarments to ThirdLove's existing customer base. ThirdLove's email typography and layout conventions were intentionally preserved to create familiarity and trust, while Kit's imagery and tone were layered in to introduce the brand naturally.
Modular components allowed for fast iteration across subject lines, product assortments, and campaign messaging without sacrificing visual consistency.
→ Figma View
Results
Successfully introduced Kit Undergarments to ThirdLove's audience through a cohesive digital launch across web and email. The experience balanced editorial storytelling with commerce, reinforcing trust with existing customers while clearly positioning Kit as a complementary, elevated addition to ThirdLove's assortment.
The design system proved flexible across desktop, mobile, and email, supporting product discovery, brand education, and conversion without disrupting ThirdLove's established user experience.
Reflection
This project sharpened my ability to integrate an external brand into an existing platform and customer ecosystem with intention. Rather than imposing a new identity, the work focused on continuity, familiarity, and trust, using typography, layout, and UI patterns strategically based on channel and audience expectations.
It reinforced a systems-led approach to brand collaboration, where success is defined not by visual novelty alone, but by how seamlessly a new brand can live within an established product and experience framework.