While at Machinas, I worked on the redesign of Esprit's global digital flagship, leading the visual strategy and digital art direction of a project that went far beyond a website refresh.

The objective was to translate Esprit's brand values into a cohesive digital experience by redefining the visual language, improving the user journey, and creating a scalable design system that could be applied consistently across the website, CRM, and future digital channels.

Esprit Digital Flagship

Transferring the Brand to Digital

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Company: Machinas

Through research, competitor analysis, UX thinking, and visual exploration, we developed a framework that transformed the e-commerce platform into a true extension of the brand, creating an experience that felt more curated, premium, and unmistakably Esprit.

The result was a strategic digital framework capable of evolving with the brand. By combining art direction, design systems, and user experience, the project established a scalable foundation that connected storytelling, commerce, and visual consistency across Esprit's global digital ecosystem.