Art Direction


Diesel asked for an overturn to their current shopping platform. Their new creative director (and former stylist for Lady Gaga, Nicola Formichetti) was looking for a fresher, bold design.

Thinking strategically, the site was created and photography guidelines were put in place to create huge change for the brand online and in-store. Social content was highlighted to bring in Nicola's following, featured fashion shows were put front and center, and a strict design system that allowed for quickly swapping new season's imagery was put into place. All that mixed in with eye-popping graphics and a visual system to support it.


What began as a U.S. site design quickly converted into huge growth for diesel. the design was soon implemented throughout Europe and Japan and a complete overhaul of their digital presence.