Andrew Kerr • Digital and print designer


 Info Index


Sheertex.com




IP
Sheertex
E-commerce website, D2C

 Scope
Complete redesign of website and design system
2023 Brand strategy update
2024 Brand strategy update

Contribution
Research
Design
Prototyping
Development handoff
QA

Sheertex is a direct-to-consumer e-commerce website, primarily selling highly-resilient hosiery. 


 In 2023 a new brand strategy was employed, redefining the brand identity as an explorer whose motivations were to try new things fearlessly with an unrelenting curiosity; a brand that was as resilient as their products, and with a tone-of-voice that was confident, approachable and playful.

To help convey this new strategy, a rethinking of Sheertex’s visual language was required. Amongst the top priorities were an emphasis on our product photography, a reduced color palette, improved user experiences, and visual motifs which helped convey the tone of voice more effectively. 

The results
Increased CTR
Increased number of users returning
Increased conversion rate











 


















Sheertex became the #1 bestselling tights in the US.

 As the parent company SRTX continued to expand and innovate its manufacturing technologies and materials, a new brand strategy emerged that would help Sheertex truly reflect the science that goes behind making them the most durable product in an industry predicated on fragility. Aditionally, Sheertex broke into the retail sector, providing the oppourtunity to sell in new markets.

Sheertex’s visual language needed to evolve to convey the new tone of voice which became more confident, irreverent and informational. The website also needed to showcase the new technology that was being developed and implemented into the products.

Additonal key web features 
Retail finder
B-Corp and sustainbility initiatives and education
Product Traceability
SRTX Origins MycoFutures PDP and Homepage







Index of works

2017 – 2024



=
Sheertex E-commerce site, D2C Digital
SRTX Holdings site, B2B Digital
Watertex E-commerce, B2C Digital
Cortex Tech Sales, B2B Digital
Maureen VI
Masters of Fine Arts Studio Arts
annual exhibition Print, Exhibition Catalogue Print
Imagined Topographies
FOFA Gallery Print, Exhibition Catalogue Print
Space Between
Concordia D/CART End of Year Show Print, Exhibition Catalogue Print
Crystal Goblet / White Night for a Manifesto Print, Exhibition Catalogue Print
Ambivalence Print, Exhibition Catalogue Print
Nanning Photo Book Print, Exhibition Catalogue Print
The Book is Undead
Thesis Project Print, Exhibition Catalogue Print
Contact
kerr.p.andrew@gmail.com
Linkedin

*Book as object, book as concept, book as art







Montréal, QC, Canada (GMT-4)