Behind every woman

… is a great pair of jeans. Unfortunately for Levi’s, these “behinds” have a lot of options. So, in the early twenty-tens Levi’s revamped their women's product line with all new fits and fabrics.

I was lead designer for this project which included creating fit profile look-books for customers and product descriptions and line-inventory for employees.

Finding the perfect fit

For their wholesale retailers, this updated fit line required an entirely new modular navigation and in-store signage system. In addition to creating the overall design system I developed a comprehensive style guide that enabled Levi’s to version for over 2,000 wholesale doors, including every Macy’s, JCP and Kohl’s store.