Tommy Hilfiger

The challenge

Tommy Hilfiger needed its digital and physical touchpoints to carry the same weight as the clothing. The brand had heritage and recognition, but the experience across channels had drifted apart. Customers moving between the website, campaign materials, and the store were not meeting one brand. They were meeting several.

The approach

I started with research into the brand's history, its values, and the audience it was speaking to, then developed multiple design directions and iterated against client feedback before moving into execution and production.

The goal was a system rather than a set of one off assets. Every decision had to survive being applied across ecommerce, print, packaging, retail, and campaign work without losing its character.

The solution

• A refined visual identity built on contemporary high contrast typefaces and a palette of deep, rich hues with restrained accents, chosen to read as luxury without shouting.
• A redesigned website with a dynamic product showcase, personalized recommendations, and a streamlined checkout with integrated payment options, responsive across devices.
• Campaign and social graphics for promotions, announcements, and seasonal collections, built to hold up in feed and drive traffic back to the brand's platforms.
• Lookbooks and catalogs pairing high fashion photography with sophisticated layouts and clear product information.
• Packaging with custom materials, embossed marks, and finishes that made the unboxing part of the product.
• Retail environment and visual merchandising work on flagship stores, covering bespoke fixtures, materials, displays, and signage.

The outcome

Sales rose 62 percent, average order value rose 25 percent, and conversion rose 10 percent. Engagement improved across digital platforms and in store, and the refreshed identity strengthened recognition across every place the brand appeared.