Frame Website Relaunch

​​American denim brand FRAME has become renowned for their high-quality jeans, but recently they’ve expanded their offerings to include a wide range of clothing and accessories for both men and women. At a time when the company was considering how to convey the breadth and quality of their products, they realized they also needed a digital experience to do the same: an e-commerce website that could both grow and reflect the aspirational look and feel of their target customers to elevate the overall brand experience. They partnered with Work & Co to make that happen.



Our work began crafting new brand guidelines and detailed designs. The redesign brought to the forefront the brand’s fashionable aesthetic that elevated their expansive range of products. We added new features to better educate customers about the brand, ensure an ideal product match for each customer, and ultimately deliver a better shopping experience. Among these features are the new “fit” and “compare” modules that enhance how product fit, cut, and size information is conveyed—a complex topic across fashion and jeans in particular.



The site leverages new brand recommendations for best practices, ensuring users can identify with the models by celebrating a broad set of skin tones and body types within flattering and authentic photography. Our brand work also included guidance on promoting FRAME’s sustainability-focused mission, improved cross-selling opportunities, and expanding inclusivity to develop men’s, children’s, and genderless product lines. The new style guide and site map to steer seamless updates in the future, plus a new design library to convey how components work together.