Frasier Sterling

Frasier Sterling had outgrown her original site. The brand had matured, the product range had expanded into new categories, and the old design no longer reflected where she was headed.

‍

We redesigned the store from the ground up - moving toward an editorial aesthetic that felt more considered and grown-up, while keeping the navigation sharp and the user flow clean. The new category structure was planned from scratch to give each product line the space it needed without competing for attention.