Overview

During my internship at M.M.LaFleur, I focused on reimagining the landing page
for the Quintessentials collection—a capsule wardrobe designed for versatility and ease. My goal was to create a clearer, more engaging experience that effectively communicated the collection’s value. 

In addition to reworking the landing page, I contributed creative direction for the collection’s new imagery. I also worked on overarching concepts for the campaign, aligning design and messaging to resonate with M.M.LaFleur’s audience and elevate their online shopping experience. This project exemplifies my ability to blend strategy, design, and brand storytelling to enhance user engagement.

Objective

Create a dedicated landing page and interactive lookbook to highlight the Quintessentials capsule wardrobe—12 versatile, thoughtfully designed pieces that form endless outfit combinations. The goal is to improve user understanding, engagement, and shopping experience while maintaining M.M.LaFleur’s luxury branding.

Challenges

No Dedicated Page: The collection lacked a centralized hub to convey its value.

Unclear Messaging: Benefits like machine washability and wrinkle resistance were not effectively communicated.

Weak Identity: The line blended into other collections, feeling neither special nor inviting, and its overly transactional presentation lacked appeal.

Solutions

Landing Page: Centralized information with clear messaging on versatility
and thoughtful design.

Interactive Lookbook: Split-screen carousels showcasing items and styled outfits with "Shop this look" functionality.

Refined Branding: Luxury yet approachable design using high-quality imagery and
neutral tones.