Diesel

ROLE
Art Direction

STUDIO
SapientNitro

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.


RESULTS:

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.