The goal was to elevate brand visibility, demonstrate Moss’s fashion authority, and connect meaningfully with a broader audience. Beyond short-term engagement, the vision was to reshape public perception of the brand, drive sustained growth, and increase market share through a more intuitive, customer-focused digital experience.
Solution
Driving the creative direction and design strategy for a mobile-first shopping app — an ambitious step toward a more personalised and connected retail experience. The design introduced a clean, modern art direction focused on showcasing product excellence while keeping the user journey effortless and inspiring. Key features included smart navigation, integrated “New Arrivals” and “Sale” sections, and built-in tools for sharing, saving, and watching video content to deepen engagement. To foster long-term loyalty, the “Inside Pocket” hub featured curated content from stylists, influencers, and brand advocates, positioning Moss as both a retailer and a source of inspiration.
Challenges
Transitioning to a mobile-first model during an economic downturn required balancing innovation with cost efficiency. Navigating these constraints demanded creative problem-solving and close collaboration across teams to maintain strategic focus while protecting design integrity.
Outcomes
While budget restrictions ultimately halted the app’s full rollout, the project demonstrated Moss’s ability to evolve into a more forward-thinking, customer-centric brand. The process itself strengthened internal capabilities, clarified digital priorities, and provided a clear blueprint for future innovation within the brand’s digital ecosystem.
Contribution
Creative Direction / UX Design / Brand Positioning / Strategy
