FARFETCH Rebrand
In-house Design roll out
Overseeing and leading the creative rollout of the FARFETCH rebrand across all internal touchpoints and brand partnerships. This role continued on into the design of weekly content for all Farfetch fashion homepages and all editorial story pagesfor desktop, mobile and app across Womenswear, Menswear and Kidswear channels. This included selecting and retouching imagery, working closely with fashion and editorial teams to align content and owning all moving parts of the homepage and big brand 360 campaigns.
CRM Email Suite
As part of the redesign, all marketing emails for Farfetch email communications also needed an update, refreshed with the new branding. I designed new headers, footers, buttons and introduced new fonts, typography and layouts into all emails, creating a library of new email templates for better and more simple yet luxury editorial experience on email.
Approach:
Curation is a central aspect of the brand:
“Farfetch as a host space, we elevate the content we feature.”
Content hierarchy provides this elevation.
1. Key content (Headers)
2. Supporting content (Editorial, prime-messaging)
3. Service content (Footers, useful links, etc)
Design Structure:
→ Reduce the amount of service information on supporting content
→ Key content is centred
→ White Space around logo equal to at least cap height
→ Use of Serif reserved for editorial moments only, not transactional
→ Bespoke header/footer design for China, Japan, and Arabic
→ Storytelling templates – space for editorial copy
Sale Explorations
In-house exploration with the FARFETCH fuse logo, introducing a stylised 3D rendered version of the logo with soft animation, using Cinema4D.