Amanda Egan - Art Director, Photographer.
April Schweiss - Stylist, Editorial Producer.
Brian Rosenfield - Lead Visual Designer, UX Designer.
Carolina Herrera - Visual Designer.
Jackie Medrano - Visual Designer.
Janeth Lopez - Stylist, Editorial Producer.
6PM was a brand badly in need of reinvention. The homepage was exceedingly cluttered, weighed down with design issues, a drab color palette and mundane visual identity elements that were not fitting for a retailer carrying high-end brands.
The email program also presented similar issues: a noticeable lack of hierarchy, no strategic placement for branding/UI elements, generic typography, and content that was ultimately not compelling enough for the fashion customer.
The first task for the design team in this comprehensive rebranding project was to update the 6PM logo. We needed something modern, refined, scalable, that conveyed a sense of approachability.
Carolina delivered with a hand-drawn motif that perfectly encapsulated the new spirit of the brand. This design was later revised, digitized, vectorized, and presented as the centerpiece of the new identity.
When choosing our new foundation font, we wanted something that had a distinct personality and style, yet remained versatile. Verlag, originally designed for the Guggenheim to represent a variety of artistic styles, achieved that balance. Likewise, as we featured many different styles of shoes and clothing, Verlag helped us communicate with the right mix of style and versatility.
Verlag Condensed was used for both headlines and pricing callouts. It has some punch, but is also stylish and friendly. A condensed font also helps keep line lengths manageable for headlines and discount messaging.
Button text and top-level navigation categories use Knockout.
As the imagery for the site shifted from product page imagery to editorial shoots, the color palette was updated and intentionally restrained to allow the color to come from the product and the lifestyle photography.
The 6PM brand red was updated to a livelier, more elegant tint that remained familiar to existing customers while still representing discount pricing. The black and gray system was strategically deployed to add hierarchy on pages where information is more dense, like product and checkout pages
The biggest creative shift for the 6PM site was moving from reused product imagery to a slick, editorial aesthetic that demanded attention and engaged customers.
The old, lifeless images didn’t do the brand justice—so we leveled up.
Homepage updates and top-level landing pages were all given an editorial overhaul, while monthly lookbooks featuring seasonal styles, fashion trends, and brand partnerships were added to the creative content calendar.
This provided an elevated, engaging experience for fashion customers, and significantly boosted site revenue by pairing elevated creative content, with a highly curated product selection.
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The 6PM email program, a high-priority revenue channel for the company, also received an updated treatment to better serve the email customer.
We expanded the color palette and typography options for each customer segment, focusing on lifestyle and editorial imagery to create a more engaging experience. We also reworked the CTA buttons, strategically placing them with data-based input from the email merchandising team.
Recognizing the importance of mobile devices in online retail, we prioritized mobile layouts to better align with our customers' viewing and purchasing behavior.
Rihanna’s collaboration with Puma continues to blend high fashion with streetwear, reinforcing her influence on sneaker culture and beyond.
Shortly after completion of the re-branding, our brand partners took notice of the refreshed look-and-feel and elevated creative, which opened the door to new kinds of brand partnership opportunities for the 6PM site that were not available beforehand.
Our team was asked by PUMA to conceptualize and execute a special landing page for the 6PM launch of the Fenty by Rihanna collection. For the layout design, I maximized usage of the beautiful photography, adding subtle Victorian artwork both to reference the original PUMA creative —very heavily influenced by Victorian aestheticism— and to add an air of opulence to the landing page.
To celebrate the completion of the redesign, the design team was asked to create a commemorative t-shirt as a gift for every 6PM team member. Corporate swag can often be a bit dull, so I aimed to create something edgy and cool, based on a catchphrase commonly used at the 6PM office.
Opted for modern blackletter-style calligraphy printed on metallic black ink.
