Jo&Jean is a Dallas-based fashion brand founded by sisters Elle and Erica, rooted in craftsmanship, intention, and a generational love for design. What began as an accessories line evolved into a clothing line, and with it, the growth of the brand and website to match their elevation into a more mature, sophisticated clothing brand. Studio.KTC partnered with them to support this expansion across two phases, the initial summer refresh along with the launch of their coastal collection, followed by a comprehensive redesign timed with their debut clothing drop and Black Friday traffic surge. Across both phases, the goal remained the same: build a website that captures the heart of Jo&Jean’s story, reflects the refined direction of their brand, and gives their customers a seamless, elevated shopping experience.

Throughout the project, I provided ongoing creative direction, helping the founders make confident decisions that aligned with their aesthetic vision and long-term strategy. This guidance came from the intersection of my design expertise and my experience in brand and marketing management, ensuring every update supported the evolution of Jo&Jean’s identity.

The first leg of the project centered around preparing the website for Jo&Jean’s summer launch. Their catalog needed clarity, their homepage required a stronger narrative, and their product pages needed a more intentional structure. I introduced a refreshed homepage layout, updated imagery, refined typography and spacing, reorganized product details, and uploaded new charm products in a way that felt cohesive and easy to navigate. This phase established a cleaner design system and addressed foundational UX issues, setting the stage for the larger transformation that would follow in the fall.

By November, Jo&Jean were ready to debut their first clothing pieces, the New York Top and the Scottsdale Top, and needed a full redesign that could support their evolution from an accessories brand into a clothing line with a more mature, understated identity. Their existing site was not structured to support this shift, so we rebuilt nearly every core touchpoint.

The homepage was redesigned to highlight the new apparel collection, modernized with updated typography, refined color direction, elevated imagery, and a smoother narrative flow. The About and Contact pages were rewritten and rebuilt to reflect Jo&Jean’s deeper brand story, introducing their founders more thoughtfully and bringing their values of quality, authenticity, and craftsmanship forward.

To improve usability, I designed and developed a fully custom menu and footer, giving Jo&Jean control over layout and hierarchy that is not possible through native Shopify settings. These components created a polished, editorial feel and brought clarity to their product ecosystem as they continued expanding their offerings.

I then built a complete Customer Care system, including an FAQ page, a Returns page, and a dedicated Sizing Chart page. I also custom coded variant descriptions and an expandable sizing chart on product pages, ensuring shoppers have clarity and confidence when selecting sizes across the new apparel line.

One of the defining moments of the project was the custom-coded animated newsletter popup. I designed the animation to bridge the gap between their earlier brand expression and the refined aesthetic of the new site, creating a cohesive experience that supported both worlds. The popup was built with a Lottie animation, along with custom styling and behavior logic.

Once the redesign was complete, I provided question-specific guidance through short training videos that addressed updates the Jo&Jean team planned to manage independently.

The redesign marked a meaningful shift in how Jo&Jean presents themselves online. The new website reflects the maturity and intention behind their clothing line, offering customers a seamless and elevated experience across every touchpoint. With the launch of their apparel collection coinciding with Black Friday, the updated site supported a notable rise in visitors, newsletter signups, and product sales. It also gave the brand a flexible and scalable framework that will support future growth and make it easier for the founders to continue evolving their presence with clarity and confidence.