imogene + willie

Role

Brand Design, Web Design

Sector

Retail/E-Comm

Year

2020-2022

Creative Director

Jonathan Krohn

Objective

Cultivate brand growth. When I joined Imogene and Willie, the team was small yet resilient, managing the demands with minimal time for research and development. Our scrappy team evolved imogene + willie into a trusted brand, marked by innovative ideas that continually redefine industry standards.

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What we've done

1. Grew the first creative team of the company

2. Shopify site redesign & optimization

3. Created processes for collaboration, project management, creative reviews, and creative production

4. Landing page redesign & optimization

5. Expanded brand offerings

6. Launched successful social and digital marketing strategy

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Results

• Added over 100 new SKU's across the brand

• Increase of over 4600% revenue in t-shirts alone from 2019-2023

• Partnered with brands and events like Gibson, Billy Strings, Austin City Limits, SKU, Sabah, Alpha Industries, Stag Provisions, and others.

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Shopify Site Redesign

I orchestrated the Shopify site redesign, identifying and resolving pain points, optimizing for mobile, and elevating the presentation of collections and product pages for more compelling storytelling. I refined the My Account, Cart, and Nav sections to align with brand values. Also oversaw the QA process, which involved testing, reviewing, and notating dev work.

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