Roby SaavedraProduct Designer

Demylee Website + Rebrand


I was recently approached by the New York knitwear brand Demylee to redesign their aging online store, craft a new company blog, and update their logo. It was clear that the company wasn't looking for a drastic rebranding, rather a deep scrub to bring the shine out of elements that resonated with their customer base.

Knit Picking


The old Demylee site

Demylee makes stylish, unique clothes that attract young, professional women with discerning taste. It was important that their web presence be every bit as elegant as the clothes the company produces.

The previous site was running a convoluted amalgamation of WP plugins making it really difficult for anyone to come in and manage. My first order of business was to convince the team that they should invest in a Shopify account - which they did - and get a good developer to start on the right foot - which they also did. Hooray!

Sew Much Work


The new landing page

Nights and weekends for the next couple of months were dedicated to this site. I worked closely with a really talented developer and some stakeholders within the company to get the site up in time for an upcoming fashion season.

Not wanting to go for a drastic rebrand I instead focused on some usibility pain points and SEO opportunities I and the rest of the team identified early on in a collaborative ideation phase:

  • Navigation - The navigation needed a bolder, clearer treatment - especially on mobile.
  • Shopping Experience - The shopping + checkout funnel was a bit awkward and benefited from a simpler shopping experience. The move to Shopify really helped in this area.
  • Social Integration - The company was really investing in it's social platforms but not integrating them into the site.


The mobile experience was improved from it's previous state of 'non-existent'


The new blog



A fresh, redesigned sweater label

On top of the UI work I was doing I also had the privilege to breathe new life into the company's logo. I took the opportunity to switch the font to Palantin whose light elegance I felt better represented the brand's ethos.