Site Audit & Structural Analysis I mapped the existing navigation and page hierarchy, identifying gaps where critical content was absent (no dedicated brand story page, no centralized press archive, no clear explanation of the purchasing process) and areas where content existed but wasn't organized to serve user intent.

Proposed Information Architecture I redesigned the site's primary navigation around five core sections, each with a defined purpose: a product collection hub with browsing and filtering capabilities, a showroom directory with purchasing guidance for trade clients, a dedicated page for the designer's published book, a brand story and philosophy section, and a curated press page to reinforce credibility. Each section was designed to serve a specific audience need while maintaining the brand's elevated aesthetic.

Page-Level Content Recommendations For every page in the new structure, I provided specific content direction — what to migrate from the existing site, what to write new, and what to cut. Recommendations ranged from functional (adding hover indicators to flag newly released products) to editorial (separating the designer's personal narrative from the brand origin story to give each room to breathe). I referenced comparable luxury brands as benchmarks for layout and tone where relevant.

Social Media & Newsletter Strategy I recommended a dual-account social strategy: one account positioned as a polished portfolio archive, the other as the designer's personal channel for engagement, announcements, and product launches. I also proposed adding a newsletter or Substack to maintain a direct relationship with the brand's audience outside of social algorithms — a low-lift, high-impact addition for a brand with strong editorial sensibility.

Content Management System All page-level recommendations, migration notes, and content status tracking were organized in Airtable, giving the client and development team a single source of truth throughout the build process.