Interlokit is a wearable accessories company that aims to redefine how smartwatches fit into personal style. With patented jewelry-inspired pieces, customers can transform the smartwatch they already own so that their look evolves right along with them.
I was brought on to lead a rebrand that encompassed product packaging as well as reworking the company’s e-commerce site to better connect with its target audience. Rather than a full redesign, the goal was to preserve select playful elements from the existing brand language and elevate them into a more polished, fashion-forward aesthetic that shifted the overall feel towards high fashion. The screenshot below shows the homepage as it appeared when I first joined the team.
Research
I began by benchmarking brands that our target customers already shop at to understand the visual language we needed to speak in terms of imagery, typography, photography direction, color palette, and content hierarchy. Because the updated identity needed to retain a sense of play while also extending to physical packaging, I referenced a mix of brand categories. This included established luxury and heritage names (Van Cleef & Arpels, Gucci, David Yurman, Pandora, Shinola) alongside newer, fast-growing brands (Girls Crew, Mejuri, Aurate).
Website Inspiration
Photography Direction
To better position the brand for a higher-end audience, we updated the visual direction to reflect a more elevated aesthetic. After selecting a new photographer and aligning on the brand vision through a series of creative discussions, I developed a moodboard to guide an upcoming photo shoot in Savannah, Georgia. With its historic architecture, tree-lined parks, and distinctive local character, Savannah provided an ideal backdrop to communicate timeless elegance.
IDEATION
IDEATION
Information architecture > Wireframing > Refinement, Refinement, and more Refinement
Live Site
