About
In Brief
Women today do it all. They start companies, invent products, build networks and raise families. Fashion rental service Le Tote is helping them do it in style, delivering curated wardrobes that allow women to dress confidently without ever stepping foot inside a store. We teamed up with Le Tote to redesign their entire experience from top to bottom and head to toe.
Le Tote
Client
Le Tote
Interactive
Product Strategy
Information
Architecture
Product Design
Interactive Design
Brand
Strategy &
Positioning
Identity System
& Guidelines
Copywriting
Illustration
Art Direction
Services
Branding

Building on Le Tote’s existing identity, we developed a new brand language of palettes, iconography, typography and photography that reinforced their essential brand attributes: approachability, effortlessness and confidence.

Gulf Blue — #353E5D
Ship Gray — #4D4D4D
Mandys Pink — #F2AF95
Black — #000000
Carmine Pink — #E34C45
Snow Storm — #F8F8F8
Headline
Body copy

The homepage provides strong visual introduction to how Le Tote works presented in an immersive, elegant way.

We took great care to design mobile concepts that had the same level of sophistication as the desktop experience.

The product page is a unique take on the traditional e-commerce experience, where personalization is built into every step.

The product page is a unique take on the traditional e-commerce experience, where personalization is built into every step.

For returning users, we created a landing page that offered a whole new level of discovery and customization. We built a grid that was flexible and open, with room for editorial content, local trending items and recommended pieces, based on the individual user’s behavior.

On-boarding experience

Our sign-up flow was a delicate balancing act of capturing information, keeping users engaged and letting the product shine through. To do this, we made sure every step of checkout was seamless and components could be recombined in a modular way if a diversion was taken from the onboarding flow.