Fruit of The Loom
Fruit of The Loom was one of my earliest opportunities to shape a brand's digital presence at scale. Working across web, ecommerce, and digital marketing experiences, I designed and developed customer-facing content while collaborating with product, marketing, and development teams. With an audience that spanned men, women, and families, every design decision needed to balance usability with an approachable, playful personality that felt true to the brand. Beyond creating pages and campaigns, I focused on improving user journeys and helping establish design practices that would support future growth.
The company had recently completed an internal rebrand and needed that vision brought to life online. As the sole designer, I led the process from concept through launch, translating the new brand identity into a cohesive digital experience while creating the design foundation that would support the site moving forward. It was an opportunity to blend visual storytelling, brand expression, and practical problem solving, resulting in an experience that felt distinctly Fruit of The Loom while serving a diverse customer base.
Design System
UI Design
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