Project Overview:

The Old Navy brand style guides are created and designed to communicate corporate's seasonal visual strategy for the field Visual Communications teams worldwide. A roadmap document of brand guidelines, where field managers can go to and reference communication, marketing and visual direction from the visual team at headquarters The Style Guides also include floor set maps with direction on how to assemble the most current in-store environment for an immersive, emotional and profitable consumer experience.

Problem Statement: 

In-store visual managers received boxes of shipment with large amounts of units, and now they are sitting on new product that needs to be placed on to the sales floor, but the visual teams are left scrambling, not knowing where to place or how to display the product without a visual strategy to direct them, so that Jenny (persona) can have an exceptional customer experience.

Purpose and Context:

The product Style Guide is a project I worked on with Old Navy’s Visual Communications team in the midst of the pandemic. Our aim was to create a document that was easy to follow, but flexible enough for stores to make their own decisions. The intention was to support visual teams with “how-to” visual tutorials and direction for an immersive customer experience where our persona Jenny could feel, touch and try on the product. 

Objective:

The goal of the Style Guide was to have it be the primary source of all truth for Old Navy’s brand. It includes an array of the brand guidelines, best practices with visual direction. During the pandemic I spent most of the quarantine testing different elements to act as placeholders for things we didn’t have access to in the office. I learned how to problem solve in real time by testing for stores, improving my synthesizing skills and implementing user feedback to enhance the customer experience which takes business goals and missed opportunities into consideration.

Tools: 

Indesign, Photoshop, Illustrator, Lightroom, Miro, Airtable, Figma

My Role: 

UX Designer / UI Designer / Visual designer