Design Language Rationale

Weeks into a new leadership role, as I was getting familiarized with the company's product portfolio, I kept wondering why nothing made sense.

Each product was totally solid on its own, but there was no through line from SKU to SKU, let alone anything tying the soft goods and hardgood lines. Visually, tactilely, physically, none of it brought the brand promise to life as well as it could, which was a huge opportunity to build brand and business value.

So I laid out a plan for fixing that! Swipe through for the case I made, the process, and what it actually changed. Enjoy!