Overview
Editorial meets cart—long-form stories that hand off to product without breaking the spell.
Challenge
Legacy catalog logic fought narrative flow; editors needed speed without sacrificing design discipline.
Creative direction
Broken grid for features, strict grid for commerce, shared type system across both.
Process
Component audit, modular article schema, and a motion vocabulary that scales to hundreds of SKUs.
Outcomes
Higher AOV on story-driven paths and faster campaign publishing for the in-house team.