2022 - 2025

Denim Society

Denim Society is a Canadian-based apparel company specializing in denim fabrics like jeans and jackets, alongside a full range of clothing for men and women. They supply wholesale buyers such as Walmart and Simons while also selling directly to consumers through e-commerce. Known for their contemporary urban style and affordable quality, the brand needed a creative partner to update their digital presence.

My goal was to design compelling ads and newsletters and revamp their e-commerce platform—making sure everything aligned with Denim Society’s modern, sleek brand identity.

When I joined, the brand suffered from inconsistent graphic work across multiple designers, resulting in conflicting visuals that diluted the brand message. The e-commerce site was cluttered and difficult to navigate, creating friction for users trying to shop.

Another layer of complexity came from serving a broad demographic—Denim Society sells a variety of clothing to both men and women, aged roughly 18 to 35. I had to develop creative assets that appealed to these distinct groups without losing the overall contemporary vibe.

I researched top-performing apparel brands and analyzed what made their online experiences smooth and engaging. Taking inspiration from these sites, I crafted a streamlined Shopify store for Denim Society, prioritizing intuitive navigation and simplicity so users could find products quickly and easily.

I also established a cohesive visual language for the brand, creating a set of templates and guidelines that ensured all graphics—whether for ads, newsletters, or the website—maintained a consistent look and feel. This included selecting a modern color palette, typography, and imagery style that resonated with Denim Society’s urban aesthetic.

To address the diverse audience, I designed tailored ad campaigns—both static and video—that spoke directly to men and women across the target age range, all while preserving Denim Society’s sleek and modern aesthetic. The creative was crafted to attract attention, build engagement, and ultimately drive sales.

The redesigned website and marketing campaigns delivered tangible results. Sales increased as customers enjoyed a cleaner, easier shopping experience, and the ads broadened Denim Society’s reach—even attracting buyers beyond the initial target group. To maintain this momentum, I created design templates that current graphic designers still use, ensuring the brand remains consistent and strong.