Rolling out a rebrand across your digital estate is never an easy ask. How do you equip teams with the tools they need to translate your new creative into performing webpages? Create and develop a digital design system that integrates seamlessly into your existing eCommerce platform.


After a rebranding effort, clothing retailer USC partnered with The One Off to craft an eCommerce website, seamlessly translating their fresh identity into the digital realm.

I played a pivotal role in both a designer and developer capacity, contributing throughout the project, from the execution of UX and UI designs to development and deployment of the realised design system.

The latter phase saw me working in close collaboration with Frasers' in-house team to engineer a robust and contemporary solution. This included employing the use of modern techniques such as responsive imagery, lazy loading techniques, and more, all in the pursuit of optimising loading speeds and aiding conversion.


Fashion & Retail

What I did

UX Design

UI Design

Web Development

Dev stack




Gender categort landing page on desktop device
Featured product callout on mobile device
Stitching detail on the back of a Timberland boot
Desktop page design for gender category landing page
Brand feature product carousel on desktop device
Detail shot of embroidered Champion logo on a hoodie sleeve
Product detail page on desktop and mobile device
Gender-led mega navigation on desktop device
Basket design and 'just added' notification on desktop device
Detail shot of red Levi's tag on denim jeans