Codifying a viral brand’s identity across digital experience
From social-fueled cult energy to a cohesive, conversion-ready eCommerce experience
Company
Urban Sophistication
Industry
Role
Services
Web & Experience Design, UX/UI, Visual & Verbal Strategy, Brand Identity System, Digital Art Direction, Interaction & 3D Direction, Content Architecture, Design Operations
Team
Outcomes at a glance
Unified visual identity across site and brand channels, defining scalable design system for marketing and eCommerce
Improved website navigation clarity and product presentation, strengthening conversion and consistency by balancing expressive visuals with refined usability
Extended visual design into high-performing campaign assets, driving +28% email revenue and +5% SMS CVR
Introduced design ops models for workflow alignment and delivery efficiency, setting foundation for 6× scope expansion
Context & Brief
Maturing a viral brand into a digital experience with depth
Urban Sophistication, known for its iconic phone case and influencer-fueled growth, was ready to mature its brand and online presence. The team needed a brand system and eCommerce experience that kept its cool while improving clarity, consistency, and conversion.
Strategy & Approach
Balancing effortless expression with design precision
Our strategy aimed to maintain cultural sharpness while evolving toward visual harmony, giving the brand a stable foundation to tell stronger stories and scale confidently.
Experience framing
Connected social tone with brand architecture to ground every interface in story.
Systemic clarity
Established modular foundations across typography, layout, and interaction to ensure consistency and pace.
Design direction
Defined a minimal yet expressive language that preserves brand personality while improving usability.
Collaboration model
Partnered with founders and creative teams to evolve processes that could scale creative quality.
Solutions & Delivery
Scaling design without losing identity
TL;DR
What we did
Evolved Urban Sophistication’s brand and eCommerce presence
Defined a scalable visual identity for web and marketing
Built a modular web design system bridging social content and product experience
Optimized UX for conversion and visual clarity
What I led
Creative and design direction across brand and digital
Creative-strategic alignment between brand and UX
Cross-team collaboration with founders and development
Visual identity evolution
Defined a restrained yet expressive identity—minimal palette, expanded typographic rhythm, and adaptable graphic system.
UX & structure redesign
Rebuilt information hierarchy for intuitive browsing, improved product discovery, and clearer CTAs.
Component-driven design system
Developed reusable modules for hero imagery, product grids, and editorial features, ensuring visual cohesion and performance.
Art direction & imagery
Extended brand photography style into digital application, emphasizing motion, interaction, and product storytelling.
Collaborative integration
Partnered closely with strategy, content, and engineering to align design intention with performance goals.
Outcomes & Impact
An eCommerce experience built for momentum and longevity
The new identity and web system gave Urban Sophistication a flexible platform for both cultural expression and commercial clarity.
Consistent design language across digital and brand surfaces
Improved usability and conversion performance
Increased efficiency in campaign and product rollout
Digital marketing success: >5% SMS, 57x SMS ROI, +28% email revenue
Elad Yam
Director of Creative
The team really understood our vision and brought it to life.
Looking forward
What I'd work on next
Deeper account experience (wishlists, fit guidance, care).
Deepening editorial storytelling across campaigns
Integrating richer data-driven content personalization