The Out East Brand Development
For this project, I led the full website design and development for The Out East, an apparel brand rooted in the feeling of escape and connection. After researching the brand’s audience, intent, and goals, I designed and built a Shopify site that evolved beyond a point of sale into an immersive brand experience that captures the energy of “going out east” wherever you are. To extend this storytelling, I created social and in-feed content that bridged the website’s visual narrative with the brand’s digital presence across platforms.
These projects combine UIUX and graphic design, using Figma, and Illustrator.
Inspiration
The Out East draws inspiration from the refined aesthetics of quiet luxury brands. Influenced by companies like Sporty & Rich, Daily Drills, and Eleven Eleven, the website was designed to engage users through immersive storytelling and meaningful interactions.
More than just hats, The Out East is a brand with a deeper narrative. We looked to brands that seamlessly translate their stories through the screen, creating a connection that goes beyond the product itself.
Art Direction
The imagery and art direction for The Out East were designed to transport viewers into the feeling of quiet luxury and effortless modern living. The goal was to capture the spirit of “going out east,” a state of mind that resonates with people across the East Coast, no matter where they call home.
Photography blends serene coastal scenes with everyday city moments, reflecting the balance between escape and familiarity. The visual direction across the website and social channels evokes that unmistakable feeling of being in your favorite place, surrounded by your favorite people, a celebration of ease, connection, and style.
Through photography and design, the brand balances modern minimalism with lived-in warmth. Beachside tones meet city textures, reflecting a lifestyle that’s aspirational yet attainable. Whether you’re oceanside or in a fifth-floor walk-up, The Out East reminds you that the feeling of escape isn’t just a destination, it’s a state of mind.
Home Page
The Out East homepage offers a compelling first impression, introducing the brand’s identity and purpose. Rooted in the message of enjoying "going out east"—wherever that may be—this page immediately conveys that the brand is about more than just hats. It sets the tone for an experience that resonates beyond the product itself.
Shop Page
The Out East shop page provides a seamless and direct purchasing experience while reinforcing the brand’s story. While driving sales is the primary goal, this section ensures that the brand’s message and identity remain integral to the shopping journey.
About The Out East
The Out East shop page highlights the brand’s key differentiator—embracing the spirit of “going out east” no matter the location. By resonating with consumers across the East Coast, not just the Hamptons, it fosters a sense of belonging and reinforces the brand’s deeper purpose beyond just summer hats and merchandise.
Archive Page
The Out East Archive page offers a comprehensive look at the brand’s evolution, showcasing its growth while paying tribute to every stage of its journey. It reflects a commitment to progress while honoring the roots that define its identity.
