bebe is an L.A. fashion brand that celebrates the confident, sensual woman who isn’t afraid to embrace the very best of what life has to offer. I supported the Online Marketing Team at bebe headquarters by managing a creative team of junior designers, production artists and copywriters with the goal of elevating the bebe brand and strengthening its online presence. We were charged with establishing and developing corporate visual design standards that truly reflected this fashion-forward apparel line.

My initial task was to establish design guidelines and processes to streamline the workflow. Once these were in place, we were able to begin communicating a new, clearly defined corporate identity through newly designed spotlights, seasonal catalogues, emails and newsletters. We applied interactivity and animation in our various campaigns, which included celebrities such as Eva Longoria, Mischa Barton and Rebecca Romijn, to speak to the personality of the brand. I also partnered with Amazon developers not only to optimize the bebe site and its functionality, but to also revamp the shopping cart by introducing new features which enhanced user experience. Last, I ensured that our improvements were aligned with the company’s vision of brand elevation.