Motherhood

2024

Brand System Design & Ecommerce Launch

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UI Design · Brand Translation · Digital Brand System · Component Library · Accessibility · Ecommerce · Shopify

Motherhood launched with a brand book and a vision, but no digital system to match. I came on early and shaped a warm, accessible, and scalable ecommerce identity from the ground up to shape their site.

Lead Designer: Kira Gelbard

Senior Product Manager: Danielle Reid

VP of Development: Elena Bogdanova

The Problem

Motherhood was a new Marquee Brands launch with only early creative direction and a minimal brand book in place. There was no digital system, no templates, and no established UX structure. The opportunity was to build something warm, educational, and flexible enough to grow with the brand long after launch.

My Role

I came onto Motherhood early and took on significant ownership across the digital system, core templates, and key launch modules. I owned the design direction for the homepage, PLP, PDP, and blog, working closely with brand, dev, and PM stakeholders throughout.

I built the component library, defined the color token system, and designed net new modules like Shop the Look. Every decision was made with scalability and the post-launch team in mind.

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