Evolving Pazzion’s Digital Identity
{ VISUAL DESIGN }
I oversee the brand’s online experience across UI/UX and content. I support the art director and photography team with trend insights and visual guidance, helping align campaign storytelling and product presentation with emerging fashion and digital trends. This project highlights selected public-facing iterations from 2023–2025.
Type:
Fashion E-Commerce
Role:
UI/UX, Visual Design, Content Strategy
2023 — Foundations
The homepage was functional but cluttered, with weak branding elements, inconsistent visual hierarchy, and limited trust signals. Navigation felt transactional rather than engaging.
2024 — Seasonal Visual Direction
Introducing stronger art direction through enriched lifestyle imagery, bolder compositions, and elevated product storytelling.
2025 H1 — Modernizing the Brand Surface
Refreshing visual hierarchy, refining typography, and creating a lighter, more contemporary aesthetic across key modules.
2025 H2 — Expanding the Visual System
Evolving the site’s look through improved editorial rhythm, updated product presentation, and more expressive seasonal narratives.
While the homepage redesign is the most visible outcome I can share publicly, my role extends across additional touchpoints that are part of a larger theme refresh.
Alongside visual execution, I support decision-making through ongoing analysis of user behavior—reviewing sessions, bounce rates, and heatmap insights to guide design refinements and content adjustments.
Curating photography assets to align campaigns with the evolving brand identity.
Refining content hierarchy and microcopy to balance clarity, usability, and premium storytelling.
Establishing visual consistency across product pages, loyalty experiences, and future site modules.
Evaluating user behavior metrics (sessions, bounce rates, scroll depth, heatmaps) to inform UX improvements and layout decisions.