Athleta
Athleta is a performance brand built around women’s lives, not just their workouts. I worked on Athleta’s digital brand experience both in-house and later as a freelance designer, contributing to product education, purpose-led storytelling, and end-to-end customer experiences. The work shown here includes an interactive bra fit quiz and a multi-channel initiative celebrating Black female artists. These experiences were designed to help customers find the right products while reinforcing Athleta’s mission of empowering women through movement.
The Bra Finder
Working cross-functionally with engineering, merchandising, marketing, and product, I designed a guided, three-question flow that balanced fit education with conversion. Customers could identify their ideal bra style and receive personalized recommendations based on size, activity, and support preferences. The quiz proved highly effective and remained live well beyond launch, with ongoing updates as new styles were introduced.
Amplify Artist Series
The Amplify Artist Series celebrated Black female artists through limited-edition Athleta products, with all proceeds donated to charities chosen by each artist. I designed a multi-channel system spanning e-commerce, community storytelling, social, and retail. The work focused on creating flexible templates that could scale across multiple launches while honoring the artists’ work and remaining true to Athleta’s brand. The initial visual direction set the foundation for the series and was carried forward by other designers on the team as it expanded.
