Fred Segal Home needed a modern digital presence that reflected its position as a premium lifestyle brand while supporting a full e-commerce experience.

I led the creative direction and end-to-end execution of the brand’s digital transformation, including UX/UI design, Shopify development, and content strategy. The goal was to create a cohesive, elevated experience that translated the in-store brand into a scalable online platform.

This included designing the full site architecture, product experience, and user flows, as well as developing email campaigns and digital assets to support launch and ongoing engagement. I also directed an on-site photoshoot in Los Angeles to establish a visual language aligned with the new brand direction.

The platform was taken from concept to launch in under two months, delivering a fully integrated e-commerce experience that connected brand, content, and commerce.

This work positioned Fred Segal Home for digital growth while establishing a foundation for future expansion.

Visit www.fredsegalhome.com