ZALES
Zales’ website needed to evolve alongside a new brand campaign, bringing a more modern, style-forward point of view to their digital experience. Our work focused on aligning the site to that new direction while building a foundation that could scale.
Zales was in the middle of a larger brand repositioning, shifting from a traditional mall jeweler to a more style-driven, everyday fashion brand. At the same time, our creative team was developing a new campaign across other channels. Our challenge was to lead the website redesign alongside that work, making sure the digital experience kept pace with the new brand direction.
The existing site had built up a lot of visual and UX inconsistencies over time. Accessibility was uneven, navigation and hierarchy were unclear, and the overall look didn’t reflect the more fashion-forward tone Zales was moving toward. All of this had to be solved within a rigid CMS and without a full rebuild.
The Challenge
THE APPROACH
We started by taking a close look at the site through a UX and competitive audit to understand where things were breaking down and how modern jewelry and DTC brands were handling ecommerce today. Those insights helped us focus on the pages that mattered most.
Working in parallel with the campaign team, we redesigned the homepage, product landing pages, and editorial and campaign templates, making sure the site felt aligned with the new brand while still being easy to use. We introduced a refreshed visual language that leaned more lifestyle-forward, paired with clearer hierarchy, improved navigation, and stronger product storytelling.
Behind the scenes, we built a modular design system that made all of this scalable and realistic to maintain. Components, templates, and UI patterns were designed to work within the CMS, so the internal team could continue to evolve the site through seasonal drops, campaigns, and category updates without reinventing everything each time.
My Role
Creative Director and Head of Experience Design
Led the website redesign in parallel with the broader brand and campaign work
Set the experience and visual direction for the redesign
Oversaw UX audits, wireframes, and UI design across key templates
Designed a modular system that balanced brand ambition with CMS realities
Partnered closely with the campaign team, developers, and client stakeholders