Carhartt WIP

Carhartt WIP moves easily between techno, skateboarding, and contemporary art culture, and that range comes through in its collections and collaborations. Its digital presence hadn't kept pace.

At A Color Bright, I led the work with Carhartt WIP, starting with a shared design system and visual foundation rooted in the brand's utilitarian character.

We first applied it to a new mobile app Carhartt WIP was launching from scratch, where I worked as both design lead and product manager, planning a staggered rollout across separate feature releases. Instead of a conventional homepage, the app opens on one story or drop at a time, with a deliberately short path from story to checkout. It converts well above typical mono-brand apps and holds a high App Store rating.

We then moved on to the B2C store, a complete technical rewrite and redesign of Carhartt WIP's existing webshop. I stayed on as design lead, while product management moved to someone else on the team. We started with an MVP of the webshop itself, building on what we'd learned from the app. Across the project I worked on every part of the customer journey, from editorials and product discovery to a checkout and post-checkout experience designed to convert.

Alongside the consumer-facing work, we worked on a B2B platform that lets wholesale customers order in bulk, and a newsroom, both built on the same design system as the rest of the apps.