Esprit

Esprit

Esprit

E-commerce Redesign & Design System for APAC Markets

E-commerce Redesign & Design System for APAC Markets

E-commerce Redesign & Design System for APAC Markets

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Esprit is a lifestyle clothing brand built on the idea of essential positivity — celebrating real people and a sense of togetherness. Its promise, “We want to make you feel good to look good,” shaped every design decision we made. The Brief Esprit was reintroducing itself to the APAC region with refreshed brand guidelines and a renewed focus on digital experience. The ask was clear: redesign the e-commerce website to reflect the new identity, while creating a scalable design system that could later support the European market.

Esprit is a lifestyle clothing brand built on the idea of essential positivity — celebrating real people and a sense of togetherness. Its promise, “We want to make you feel good to look good,” shaped every design decision we made. The Brief Esprit was reintroducing itself to the APAC region with refreshed brand guidelines and a renewed focus on digital experience. The ask was clear: redesign the e-commerce website to reflect the new identity, while creating a scalable design system that could later support the European market.

Esprit is a lifestyle clothing brand built on the idea of essential positivity — celebrating real people and a sense of togetherness. Its promise, “We want to make you feel good to look good,” shaped every design decision we made. The Brief Esprit was reintroducing itself to the APAC region with refreshed brand guidelines and a renewed focus on digital experience. The ask was clear: redesign the e-commerce website to reflect the new identity, while creating a scalable design system that could later support the European market.

Esprit is a lifestyle clothing brand built on the idea of essential positivity — celebrating real people and a sense of togetherness. Its promise, “We want to make you feel good to look good,” shaped every design decision we made. The Brief Esprit was reintroducing itself to the APAC region with refreshed brand guidelines and a renewed focus on digital experience. The ask was clear: redesign the e-commerce website to reflect the new identity, while creating a scalable design system that could later support the European market.

Client:

Esprit

My Role:

Experience Design Director

Year:

2022

Service Provided:

Website Redesign, Design System

The Challenge
Designing for APAC from a UK-based team brought a unique challenge — understanding the nuances of audiences in Hong Kong, Korea, and Japan without direct daily exposure. To bridge that gap, we partnered with our colleagues at Dentsu Japan.

Together, we ran weekly collaboration sessions, sharing insights, validating design directions, and aligning on cultural and behavioural expectations. This partnership ensured that our solutions felt native to the markets we were designing for — not simply adapted.

My Role
As Design Director, I shaped the project from the ground up, defining team structure, scope, timeline, and budget. I worked closely with the client to set a clear vision and ensure that APAC market insights were embedded from the very beginning.
Throughout the process, I led stakeholder engagement and guided the design delivery, balancing creative direction with cross-market alignment.

Outcome
The result was a refreshed e-commerce experience that reflected Esprit’s renewed brand spirit while being locally relevant to APAC audiences built on a flexible design system ready to scale globally.

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