W&M’s income is generated primarily through their ecommerce website, with a DTC model. The goal of the visuals was to ensure key shopping actions could be easily performed, without sacrificing the company’s aesthetics. W&M’s primary consumer is what we referred to internally as “vibe people” – a wide ranging age group, predominantly female, design-inclined, and who enjoy creating aesthetic lifestyle compositions in many forms. As such, I went with a subtly bohemian feel with neutral colors and extra focus on ensuring photography is complimentary across the website. The design is inspired by the primary brands resold on the site: Anthropologie and Free People.