Role: Designer (UI, Brand)

Creative Partners:
UI/UX Design Team: Elise Mayton, Hannah Farnham
Creative Direction: Elise Mayton, Andy Thayer

*Agency client. Brand name has been changed for privacy purposes.

The Brand

Whitman Leather Company is a heritage brand that dates back to 1933. The business began by making leather shoes, and then expanded to furniture in the early 1960s. Today, Whitman is still family-owned and has an extensive product catalog of fine leather apparel, furniture, home goods, and accessories.

The Problem

The brand’s previous site struggled to showcase its large product catalog, which resulted in unclear user flows and a less-than-ideal path to purchase. The previous site also did not highlight the branding or rich history of the company, which resulted in the business appearing fairly modest and unmemorable.

The Solution

The goals for the new site were to position Whitman as a luxury brand, highlight their heritage, and leverage modern UI/UX practices to create a more organized and streamlined user journey through the site. We worked with the Whitman team to develop an in-depth definition of their target audience, which was essential in guiding the architecture and layout of the site.

Our team also refined the branding, incorporating more saturated tones of brown and deep blue and translating existing guidelines for digital use. The result is a site that elevates the brand, honors its legacy, and provides its customers with an easy, visually appealing experience.