All Projects

Serein

Turning vehicle interest into higher-quality leads.

Research · UX strategy · Interaction design Prototyping · Experimentation

CLIENT

Serein

YEAR

SERVICES

Web design

INDUSTRY

Fashion

Overview

Serein is an independent fashion label focused on understated silhouettes, natural fabrics, and timeless wardrobe essentials. The project brought its visual identity and digital presence together into a quiet, editorial system that lets the collection remain at the center.

Serein is an independent fashion label focused on understated silhouettes, natural fabrics, and timeless wardrobe essentials. The project brought its visual identity and digital presence together into a quiet, editorial system that lets the collection remain at the center.

The problem

The brand needed to feel refined and distinctive without relying on traditional luxury fashion cues. The identity also had to work consistently across seasonal campaigns, ecommerce, packaging, and printed materials while staying intentionally minimal.

The brand needed to feel refined and distinctive without relying on traditional luxury fashion cues. The identity also had to work consistently across seasonal campaigns, ecommerce, packaging, and printed materials while staying intentionally minimal.

Design response

Treat the experience as a set of testable hypotheses.

Rather than redesigning the form once and assuming the problem was solved, I explored variations across form length, information sequence, and interaction model.

The goal was to understand which changes actually improved conversion rather than relying on design preference alone.

Key Decisions

Reduce effort without removing useful context

I tested different amounts and sequences of information to find where additional dealership context stopped justifying the effort required from the customer.

Test visibility as well as content

Modal and slide-in patterns created different tradeoffs between prominence and continuity. Both became hypotheses to evaluate rather than subjective design choices.

Impact

A restrained visual language was developed around elegant typography, muted tones, spacious layouts, and soft editorial photography. The system creates a consistent foundation while allowing each collection to introduce its own mood through imagery and art direction.

A restrained visual language was developed around elegant typography, muted tones, spacious layouts, and soft editorial photography. The system creates a consistent foundation while allowing each collection to introduce its own mood through imagery and art direction.

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