the digital storefront
I led the replatform of Dreamville’s Shopify and the debut of the refreshed Classics collection. I owned creative for site and product, partnering with UX/UI designers to define the look and feel and write key copy, including “Don’t Sleep,” a brand tagline I created that ran across product and e-comm, anchored by the homepage banner. I defined site architecture, PDP standards, image ratios and a clean asset pipeline so merchandising and updates moved fast. I produced the campaign and e-comm shoot, cast the models, hired the photographer and product stylist, directed the flats and was on set to lock styling and capture.
relaunching the brand & product identity
I set the color system for the product with Revenge Yellow, black and white as cores. I formalized Revenge Yellow during the re-platform because of momentum from Dreamville’s 2019 compilation Revenge of the Dreamers III, which reached platinum status, the industry mark of a major sales and streaming milestone. I then expanded the palette into red, blue and green to widen storytelling throughout products without losing brand read. The Classics collection nodded to collegiate themes and was rooted in Dreamville’s comfort and sport language, including a new take on the signature Dreamville shorts. I led materials and silhouette selection, drove stakeholder approvals and explored application techniques for logos, landing on rubberized appliqués for the Classic mark and chenille don’t sleep patches to add depth and tactility. The relaunch generated $100K on day one and sustained six figures monthly during the COVID-19 touring shutdown, restoring a critical revenue stream while the prior site was on hiatus and fans could only find the Classic black and white tee at Urban Outfitters. The result was a modern storefront and a refreshed Classics line that read premium, moved product and rebuilt momentum.
