Part of the Luxury branding was to take a minimalistic approach and let these luxury items be the focal point. Keeping the navigation in that same energy allows the users to easily find what they need. I also wanted to incorporate other curated lists in a way that still was high-end.

I wanted customers to have a smooth way to configure all the options that are available when building their appliance. Creating a way for them to see their product and sort through all the possibilities available to them.

When purchasing such a large item for your home, there are often a lot of additional things that can be added to the purchase - Protection Plans, delivery services, and even additional products to pair with it. Providing all this information in a small and simple way to not overwhelm the user was key.

Providing a way for users to easily see what features an item does or does not have can make or break a sale. Making this very bold, and upfront while still maintaining the minimalist approach gives the users a clear-cut breakdown.

When creating a sub-brand for a larger company, I explored all design possibilities to ensure a strong, cohesive identity. The homepage, as the entry point, needed to be clean, welcoming, and visually compelling. Given the luxury home furnishings focus, I used impactful imagery to draw users in, designing a masthead that was functional yet subtle, ensuring it didn't distract from the main visual focal point that was used to drive inspiration.

Given the importance of the masthead and imagery, I needed a navigation solution that would seamlessly integrate with any background. Upon landing on the homepage, the navigation is initially transparent, but as users scroll, a white backdrop appears to ensure it remains visible and accessible. The menu then continues with a simple, clean design, allowing the imagery to continue to stand out while maintaining functionality.

A dedicated page explaining the sub-brand and highlighting its unique features was essential. I began with "Our Promise to You" to instill comfort and confidence in users, including video and imagery to help showcase what sets us apart. Key elements, like a Personal Concierge team offering tailored assistance throughout the shopping journey and White Glove delivery, were highlighted to ensure the luxury experience permeated every aspect of the brand.

Beyond the striking imagery and functionality, I wanted the product images to seamlessly align with the overall look and feel. Since we often lacked control over the brands' lifestyle imagery, I opted for silo images to maintain a consistent aesthetic. Using large, high-quality product images with minimal details proved effective, as users trusted the products' premium quality without needing extensive descriptions.