Luxury retail destination platform redesign

Americana Manhasset is a luxury shopping destination on Long Island’s beautiful North Shore. As they approached their 70th year in business, they looked to modernize their digital brand expression and the experience of their gift card platform. We collaborated with illustrators and photographers to give their website a refreshed appearance while staying true to the soul of this landmark’s classic brand.

A modern visual design system for responsive web layouts

Exploration and incorporation of new brand visuals and storefront photography

An optimized user experience for GiftCard and Group GiftCard shopping experiences

Creative variations for seasonal and charity fundraising marketing initiatives

We audited existing brand assets with the goal of removing all extraneous treatments – distilling the visual design to its most essential components. We extended this foundation to complete a modern, digital-first component library that allow Americana’s gorgeous architectural and fashion imagery to take center stage.

I designed brand new storefront pages for the luxury brands at the heart of the Americana shopping experience – showcasing each retailer’s unique assets and providing clearer access to events, campaign, and contact information.

I enlisted the help of the extremely talented Pavel Bendov for brand new storefront and property photographs – providing art direction and technical requirements to ensure consistency across the site while demonstrating each store’s individual character.

Americana’s annual fundraising drive, Champions for Charity, has raised raised over 20 million dollars for participating non-profits since it’s inception in 1996.

I reimagined their website’s “C4C” campaign experience to highlight the generosity and merriment of the event, supporting the organization’s enduring commitment to giving back to their community.

I completely reimagined Americana’s primary ecommerce experience – gift cards which can be purchased individually or with a group of contributors.

Collaborating closely with gifted illustrator Karlotta Freier, I designed a custom checkout experience to match all new card and packaging imagery.

Branding & positioning consulting

UX research & wireframing

Design system auditing

UI system design

Interactive prototyping

UX storyboards for mobile & desktop interface concepts

Componentized UI design system for ongoing campaign and feature development

Custom ecommerce checkout flow design for individual and group giftcards

Interactive prototypes for concept demonstration