A division of Gap Inc., Piperlime was an online retailer which offered selected clothing and accessories from multiple designer brands for men, women and children. It was curated to represent the best of new trends and classic styles.

Working closely with the Marketing team’s Creative Director, designers, and copywriters, I designed site content for division pages geared towards women, men, and kids. Each division had its own signature look-and-feel which reflected the corresponding client base. The team explored new typography, seasonal color palettes, and photography to consistently refresh the site and keep it on trend. I was also involved in designing brand elements for private labels exclusive to Piperlime (see my explorations for Pim & Larkin). Additionally, I was involved in seasonal campaigns featuring Project Runway, The Rachel Zoe Report, Refinery29, and PopSugar.

To generate more brand awareness, I designed weekly Piperlime emails, interactive billboards, promos, affiliate banners and rich media for popular guest fashion designers, editors, media personalities and celebrities including Rachel Zoe, Rachel Bilson, Byrdie Bell and Olivia Palermo. I was also involved in designing the social media section of the site and refreshing its bi-weekly mobile assets. Occasionally, I designed some print pieces, such as lobby posters and promotional pieces for The Gap, Banana Republic, Old Navy and Athleta, Piperlime’s well-known sister companies.

I had great fun being involved with a fashion site. One aspect of my job that I particularly looked forward to was developing photography concepts for upcoming seasons. To maintain a competitive edge, I performed considerable competitive research and analysis on market trends and studied competitor positioning. I brainstormed using color schemes, props, mood boards and to explore visually or emotionally appealing content. The work contributed to the team’s overall success.