Made to Move

The Challenge

At a pivotal moment where Champion could capitalize on their cultural boom with online shopping, Code and Theory was trusted to lead strategy and design for a reimagined e-commerce experience built for a new generation. I played a key role in securing that partnership — and once the project was underway, led the effort to build the content playbook that established the renewed look and feel of Champion's revamped site.

The work centered on a Gen Z audience that shops differently — social-savvy, visually driven, and accustomed to seamless digital experiences. Defining the visual direction meant creating a content and design system that could meet them where they were, across every touchpoint. The result was a launch that drove a 26% increase in revenue per user, a 17% lift in average order value, and earned three Gold Indigo Awards across Website Design, Digital Design and UX, and Interface & Navigation. To document the project's impact, I also led a team in producing an energetic case study video that brought the full scope of the work to life.

My Role

• —Led creative direction across photography and video production
• —Developed a visual language rooted in movement and authenticity
• —Art directed shoots across multiple campaign concepts
• —Produced content scaled across digital and campaign channels
• —Collaborated with photographers, directors, and producers