Services
Client
Art Direction, Editorial Content, Brand Storytelling, Photography Curation
Bloomingdale’s
The Denim Guide is a performance-driven editorial experience designed to capture organic search traffic while delivering a curated, brand-forward shopping journey. I have led the design of this experience since 2024 across four iterations in collaboration with copywriters, site strategists, SEO analysis directors, and project managers. This iterative journey has evolved into a scalable framework for content, storytelling, and system designs.
Challenges
Translating SEO-driven content requirements (e.g., including keywords without disrupting the layout) into a cohesive, intuitive experience without compromising Bloomingdale’s editorial aesthetic.
Design Approaches
Audited content and SEO structure to identify gaps in discoverability and user flow, then mapped keyword-driven content into modular components to align SEO intent with a more intuitive user experience.
Impact
By aligning editorial storytelling with a scalable SEO framework, the Denim Guide contributed to measurable growth (e.g., high double-digit revenue growth in the denim category) in traffic, engagement, and revenue, while establishing a repeatable foundation for future guides.
Visit Denim Guide
The page below showcases a modular structure that allows for scalable updates across seasons, while clear content categories—such as fits, rises, and washes—align with user intent and SEO content strategy.
The integration of educational content with direct product pathways (i.e., Trending for Spring, The Silhouettes, The Rises, and FAQs pages below) helps guide users from inspiration to purchase in a cohesive and intuitive way.
The Denim Guide was supported by marketing and site assets across the homepage, navigation, and category pages, driving traffic and connecting editorial content with product exploration.
A consistent design language was applied across placements to ensure scalability while maintaining clarity and usability across devices. The introduction of the Bloomies typeface showcased a new typographic system and hierarchy, while image direction shifted seasonally to reflect evolving trends and narratives.
Evolution Across Iterations
The Denim Guide evolved across four iterations, with each iteration refining the structure, storytelling, and system components. Refinement was in direct response to performance insights and shifting business needs, leading to strengthened usability, discoverability, and scalability.
