Celio / Camaïeu: Omnichannel Retail Transformation

This project focused on redesigning Celio’s omnichannel retail experience across corporate, e-commerce, and brand activation touchpoints. The company needed a system capable of supporting rapid merchandising cycles, seasonal collections, and multiple collaborations, while maintaining a coherent brand and delivering a streamlined shopping experience across devices and markets.

The first challenge was fragmentation. Different teams—digital, retail, brand, studio, CRM—were producing assets, modules, and pages with inconsistent templates, interaction patterns, and content structures. Product detail pages varied between categories, navigation changed from one collection to another, and campaign pages were rebuilt from scratch each time. The result was a high operational cost, slower releases, and a diluted brand expression.

I began by mapping the full omnichannel journey: homepage, campaign entry points, collection landing, product discovery, PDP, add-to-cart, and post-purchase flows. I analysed campaign pages, merchandising templates, and content types used across collaborations, including anime partnerships and limited-edition drops. This allowed me to identify the key components and content rules that needed to be standardised to guarantee both brand cohesion and operational speed.

Using this research, I designed a modular design system that combined e-commerce foundations (navigation, grids, filters, product cards) with branded modules tailored for storytelling—hero banners, influencer blocks, lookbooks, editorial content, and drop announcements. Each component was defined with usability rules, content guidelines, and breakpoints to ensure consistency while leaving space for creative expression.

I also worked on information architecture, simplifying category navigation, structuring collections, and improving product discovery for cross-device shoppers. The redesign introduced clearer pathways between campaigns, products, and related items, reducing friction and helping users move seamlessly from brand storytelling to actionable shopping flows.

On the delivery side, I helped set up governance and operating guidelines so designers, developers, and marketers could ship new collections faster. This included versioning rules, standardised layouts for each page type, accessibility improvements, and documentation for reusing modules without re-engineering them each time. The model significantly reduced the time required to launch collaborations or seasonal collections.

The outcome was a consistent, scalable, and high-velocity digital ecosystem that improved brand clarity, reduced design/development overhead, and ensured shoppers experienced Celio as a unified brand, whether arriving through a campaign, a collaboration, or a standard category flow. The new system also gave internal teams a shared framework for delivering future drops with far more speed and precision.