Theory
OPPORTUNITY
At Theory, I worked closely with the Senior Digital Design team to develop and execute digital campaign assets across web, e-commerce, and marketing channels. The work focused on translating the brand’s minimal, modern aesthetic into elevated, conversion-aware design systems that could scale across multiple platforms and seasonal initiatives.
I designed responsive layouts for homepage takeovers, PDP and PLP modules, and campaign landing pages, alongside assets for email, social, and paid media. My role included refining image composition, typography, and layout systems to ensure consistency across every digital touchpoint while maintaining clarity, hierarchy, and brand restraint.
Working within an established luxury framework, I helped bring seasonal campaigns to life through precise visual execution—balancing editorial sensibility with the functional requirements of global e-commerce and retail environments.
Softwares used: Adobe Creative Suite, Figma, InVision.
DISCIPLINES
Digital Design
In Pursuit of Tomorrow
Actor and humanitarian Amanda Seyfried, ballerina and philanthropist Misty Copeland, and actor–activist Jeremy Pope lead our global brand campaign for Theory. Each was chosen for the way they embody Theory’s belief that true style is rooted in purpose. Through portraits and film, they share their dedication to their craft, the influence of fashion, and their commitment to making a positive impact.
The In Pursuit of Tomorrow concept elevates the principles behind Theory’s focus on people, product, and the planet—values expressed through Theory for Good, the brand’s platform for social and environmental responsibility.
Digital & Social Design
The Postcard Project
Theory’s social series, The Postcard Project, featured collaborations with photographers Sasha Lytvyn, Hans Neumann, Hannah Rose, Antonio Ysursa, Johnson Lu, and Mari Giudicelli. I was responsible for designing the editorial layouts and adding graphic treatments showcased on social media.
