Levi's

Challenge

As Levi’s undergoes a strategic shift in focus from wholesale to a direct-to-consumer model, the brand recognized the need for new digital touchpoints that shift perception, elevate the brand experience, and create a cultural connection between Levi’s and its most loyal fans.

Approach

Levi’s looked to Instrument to shift perception of their brand from “just jeans,” toward head-to-toe wardrobe and exclusive collaborations with elite fashion brands. We built a renewed mobile experience that unlocks a premium shopping experience and grants access to product drops, custom wardrobe suggestions and a robust loyalty program.

Contributions

As one of three visual designers on the project, I explored design concepts, refined UI and interactivity, and lead the process of crafting interactive prototypes and motion studies to bring a unique and ownable motion design system to life. These prototypes built excitement with our client and allowed us to explore, validate and document a unique and ownable motion system.

Impact

The redesigned Levi's mobile app, a key initiative in the company's broader direct-to-consumer strategy, laid the groundwork for significant growth in online sales. This project was the first step in a multi-platform approach, which included a subsequent website redesign, and ultimately contributed to DTC sales now accounting for over 30% of the company's revenue.