Introduce American shoppers to a Japanese retail giant

The Japanese retailer UNIQLO is a household name in Japan, but in the US it was barely known outside of New York City. Our job was to build an e-commerce site that would change that. Working closely with our strategy, design, and user experience teams, I led efforts to translate the voice of the brand for the US and collaborated on our award-winning site to bring its unique retail experience to life digitally. I created the voice guidelines that shaped the copy on everything from marketing promotions to product copy and error messaging, pushing for an approach that draws upon UNIQLO's Japanese heritage while clearly and playfully communicating the brand to a new, American audience. In collaboration with Digitas and Razorfish.

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Case-study video for UNIQLO.com


2013 Art Directors Club, Gold E-Commerce

2013 Webby Nominations, Shopping, Best Practices, and Branded Content


"The Uniqlo site feels like the next generation of the e-commerce experience." 
Business Week