Fear of God


Art Direction, Design Concept, UI, UX


Fear of God




My goal for the Fear of God website redesign was to experiment with a different form of website experience. I wanted the preview show for the seventh collection to be the highlight of the collection and for the customer to be brought on the journey through the video as part of the website experience.

What we've done

1. Experimental exploration

2. Web application redesign

3. Mobile application redesign

4. Video to website application

5. Product Design exploration

We've got work to do

My process started by looking where the direction of the collection was going and work accordingly. I wanted the collection and the website to both work seamlessly allowing the website to be a showcase of the collection instead of a place just to purchase the pieces. With this in minds I began exploring ideas that were used in a more interactive gallery like experience and made my move towards that direction.

Level asked as to help

— Take their product look to the next level

— Fix UX issues in mobile and web application

— Match their bold vision to the look and experience of the product

— Provide a visual framework that will help the product team iterate faster

The final exploration of the website concept allowed me to explorer what a website could be with unlimited budget. I hope that one day I can have the budget to push such a unique idea out into the world!