Creative Rebranding & Strategy

projects

I worked with our team to create a visually striking and seamless online shop that unified HBO’s diverse programming under one cohesive store identity, while allowing individual series to shine. Our design strategy focused on harmonizing HBO’s brand voice while maintaining flexibility for each show’s unique identity. We built the online shop with dynamic banners, elevated photography, and custom navigation that echoed HBO’s cinematic tone. The site was designed to provide an intuitive browsing experience, with streamlined navigation and visually engaging layouts. We integrated rich media elements, such as dynamic banners and interactive menus, to create a strong resonance with the audience.

‍

Additionally, the typography and layout hierarchy we developed under HBO Shop’s brand guidelines served as foundational elements, while the photography was tailored to each series’ visual language. All photography was focused on elevating the merchandise, with clean, professional setups that highlighted each product’s quality. For specific collections, imagery incorporated subtle references to iconic moments or settings to forge a deeper connection with fans. This created an online environment that felt both familiar and cinematic, mirroring the immersive nature of the shows. Merchandise extended beyond simple logo wear by incorporating narrative elements into collectibles and limited editions.

‍

The project successfully balanced HBO’s sleek, modern aesthetic with the unique narratives of each show, offering a curated shopping experience with a diverse range of merchandise—from apparel and collectibles to home goods—all inspired by HBO’s acclaimed series.

‍

‍

It's Not Just Merch. It's HBO.

Prep & Tracing

Before painting, the team cleaned and primed the 432 sq. ft. wall, and applied over 12 gallons of primer. Using a projector, we traced the mural’s design onto the surface, marking key elements for accurate proportions to scale.

FILLING THE SHAPES WITH COLOR

With the foundation in place, the team worked collaboratively to block in the main colors.

Homepage Design

The store’s interface was built to be bold and dynamic, using thematic design elements like interactive menus and character animations to engage users. The navigation was structured for ease of use, with collections and categories clearly laid out for fans to quickly find their favorite items.

Inter-changeable Design

Scaleable: A flexible design system that accommodates frequent updates without compromising user experience—modular layouts with customizable content blocks for promotions, collections, and featured items.

Homepage & Banners

The homepage functioned as a hub for discovery, featuring rotating banners for new collections, seasonal promotions, and show-specific highlights. It combined bold visuals with a clean layout to prioritize ease of navigation and content visibility.

Menus & Browsing

The site was designed for an intuitive browsing experience, with streamlined navigation and visually engaging layouts. The design integrated rich media elements, such as dynamic banners and interactive menus, to evoke the cinematic experience associated with HBO.

Homepage

The homepage serves as the heart of the Yellowstone store, featuring a bold hero banner with iconic imagery, dynamic call-to-action buttons, and sections that guide visitors to bestsellers, new arrivals, and fan-favorites.

*A Case Study Note

While the client ultimately selected a traditional approach for the official site, I developed a modern iteration that introduced innovative design elements to elevate the shopping experience. This concept blended brand storytelling with user-centric functionality, offering a fresh perspective on how fans could engage with the show’s merchandise.

PDP & Collection Pages

Simplified path to purchase with intuitive features and navigation.

Quick Previews: Enabled users to view product details without leaving the current page.

Scaleable: A flexible design system that accommodates frequent updates without compromising user experience—modular layouts with customizable content blocks for promotions, collections, and featured items.

Brand Themes & Functionality

Our team focused on lifestyle imagery that captured the unique identity of each brand, helping the storefronts feel less transactional and more emotionally resonant.

For the Jeep storefront, for example, we developed themed collections like Outdoors, Active, and Travel—groupings that not only reflected Jeep’s authentic identity but also helped customers envision the products in real-life settings.

We also prioritized images featuring multiple products in one shot, which served a dual purpose: showcasing the brand and enabling the creation of shoppable banners and cross-sell opportunities.

No items found.
A Note —

Our team led the full merchandising and apparel design for several of HBO’s flagship series, including White Lotus, Curb Your Enthusiasm, Euphoria, and The Sopranos. I worked on designing the graphic tees, embroidered pieces, as well as providing creative direction for themed collections and seasonal drops.

No items found.