Sergio Rossi
Scope — Creative Direction, UX/UI, Site Redesign
Designed at — BVA (acquired by Accenture Song)
Collaborator — Sierra Seifert
Site Launch — August 2022
Sergio Rossi is a luxury Italian footwear house known for its craftsmanship and timeless femininity.
As part of a Shopify migration, I helped redesign the eCommerce experience to reflect the brand's elegance and heritage while supporting a flexible, scalable platform.
Visual Design
Built around a structured architectural grid, the design uses linework to frame content and guide the viewer's attention throughout the experience. A restrained black-and-white palette and clean sans serif typography reinforce the brand's contemporary luxury positioning, while subtle moments of softness in the UI introduce contrast and character.
The result is a bold, yet refined shopping experience that balances strong brand expression with usability and conversion.
Creative Direction Exploration
To define the visual direction, we developed a series of creative explorations that combined editorial references and layout inspiration (top row) with original interface concepts (bottom row). By pairing external inspiration with project-specific design explorations, these visual territories helped translate abstract ideas into tangible directions for the Sergio Rossi experience.
