Gilt/RueLaLa Boutiques

Boutique doors are essentially the designed assets that go live across desktop and mobile. Most of the day-to-day work is centered around creating these assets as well as close communication with brand operations project managers, art directors, copy writers, and fellow designers to coordinate all the necessary information.

Additional projects on top of the “boutique doors” include emails, mocks for the upcoming quarter, banners, and unique in-app assets.

Gilt/RueLaLa

Programs:
✽ Adobe Photoshop
✽ Adobe After Effects

Skills:
✽ brand identity
✽ graphic design
✽ motion design

Overview of Workflow

Key elements of every single asset created includes:
    ✽ seasonality - does the imagery correctly represent the current season or holiday
    ✽ image selection - does the imagery match the brand identity (Gilt vs RueLaLa), or is the selected model             shots the most compelling out of the shoot
    ✽ color - does the tonal background match the current color palette or feel in line with the “vibes”
    ✽ copy - is there copy included on the door, does the copy correctly represent the products displayed or               vice versa

Image Selection

Images vary from in-house studio shoots to vendor and stock photography. Within the in-house studio photography, there is model and product flat laydowns. Among all photography that is handled, but especially within in-house photography, there is special attention to the photo editing to make sure the images align. For example, Gilt maintains a clean, high-end brand identity. Scuffs and scratches are removed from the floor, risers and wax are edited out of product laydowns, as well as any visible tattoos or blemishes on the skin, distracting prop elements might also be smoothed over to refocus attention on the product being sold, and more as necessary. 

Color Palette

The color palettes shifts with each quarter according to season. There is an effort to keep colors differentiated between the Gilt and RueLaLa brands. New studio imagery is often shot for the current season but past imagery is also often reused and adjusted to align with the corresponding colors through blending modes while maintaining the original quality and lighting as much as possible. Below is a snapshot of the shift in color palettes throughout 2024 and how that was reflected through the designed assets.