Digital Content
UX
Editorial
Bringing editorial storytelling into a heritage brand’s digital content engine.
Role
Creative Director, Digital Content
Years
2017–2018
Scope
Digital content & site experience
Brand
Lands’ End
Overview
I led digital content creative for the heritage American outfitter: the editorial storytelling, the content UX, and the connective tissue between brand story and product page. The brief was simple to say and hard to do: make a heritage American brand voice feel at home in a modern shopping path.
Client
Lands’ End
Role
Creative Director, Digital Content
Partners
E-Commerce · Merchandising
Years
2017–2018
01 · The Challenge
Heritage depth, buried in the funnel.
The brand had decades of story and real product authority, but the digital experience treated content as decoration. Shoppers transacted and left. The content engine had to give them a reason to stay, and a reason to come back.
02 · The Approach
Editorial content, built into the shopping path.
We created content formats with editorial craft and merchandising purpose, redesigned the content-to-product UX so stories led somewhere, and gave the brand’s voice a consistent home across the site by building The Lands’ End Journal, instead of a blog no one visited.
03 · The Work
Content that earns the second visit.
Outcome
What I delivered.
+12%
repeat visits driven by content
1 engine
content system rebuilt around the shopping path
12 mo
focused engagement, foundation to handoff
1 voice
heritage editorial tone, consistent site-wide
Let's build something that lasts.
Hire me for a senior creative or design role, or bring Rire Design in on a project or retainer.
