J.Crew Factory is a diffusion line of the popular fashion brand J.Crew. It's exclusive designs feature casual classics, cool colors and bold prints. The goal was to bring the success of their brick and mortar stores into the digital arena. With a recent rebranding complete, I helped flesh out the established visual direction across all digital channels and launch their first e-commerce site. I lead the design of all materials related to the website, as well as email/banner campaigns, mobile and social media assets. J.Crew Factory wanted to uphold the crisp, minimalistic approach to set, styling and photography that made it's core brand so popular, while infusing a playfulness and sense of whimsy. We set a casual tone by incorporating a handwritten typeface into the visual language and used graphic shapes and vibrant colors to distinguish it from the core brand.