Tsu.ya by Kristi Yamaguchi.

Kristi Yamaguchi approached us with an apparel line similar to Lululemon, in that it’s active wear for busy moms on-the-go. Our goal was to create an unique identity as well as e-commerce site for Tsu.ya by Kristi Yamaguchi. Market research was done to figure who the target audience was, how Tsu.ya fit as well as how she would like to fit in the marketplace, and how to brand Tsu.ya. We discovered that the majority of consumers would purchase her clothing because of who Kristi is. With Kristi as the brand, we featured her wearing her clothes in context of everyday living (the lookbook), to her tips and unique insight when designing the clothes featured on the product detail pages. As the lead designer, I was responsible for branding, art direction, visual design, user experience, user flow and interface of Tsuyabrand.com.