Incu is celebrated for its curated fashion offering and elevated in-store experience. While Head of Design at Holiday, I led the project to translate that same sensibility into the digital space. I focused on creating a refined, intuitive e-commerce experience that mirrored the brand’s understated luxury and commitment to service. The design system emphasised clarity and ease - a calm, tactile shopping environment where product imagery, fabric detail, and thoughtful navigation took centre stage.
During the design phase, I established a framework that balanced exploration and efficiency, ensuring users could browse seamlessly while finding specific garments or accessories with minimal friction. New photography guidelines were also developed to bring greater consistency across on-model and flat-lay imagery, maintaining a cost-effective yet premium aesthetic.
The final design direction laid the foundation for a custom Shopify build that integrated smoothly with Incu’s existing retail systems - a benchmark digital experience as considered and contemporary as the brand itself.
