Producing digital design work for a well-respected brand with rich history was like performing creative surgery. Pixel perfect, just the right amount of zhuzh. We wanted customers to feel special when they carried a Coach handbag. We wanted their friends to develop FOMO. And we wanted moms, dads, everyone with shoulders carrying us around the world.

First stop, ecommerce site redesign. Improving UX, establishing product photography, refreshing emails, all marketing materials under the sun. We rolled up our sleeves and redesigned every digital nook and cranny. Once we put a creative process in place, we set our sights overseas. My time and energy was spent on overseeing high visual standards for Japan and China’s fully ecommerce sites—and over twenty localized marketing sites for various countries. Whew.

Refreshing the brand image and expanding our reach globally helped propel the business forward. Plus, we were once again—dare I say, cool. The Coach today is where we imagined it to be. No longer in the historic brick building on 34th street, but everywhere else.