Project Overview
In September 2016, Tu Clothing continued its collaboration with stylist and television personality Gok Wan, who curated his own edit of selected pieces from the brand’s Autumn collection.
My role was to design the campaign landing page, translating the existing Tu x Gok visual identity into an engaging digital experience that brought together fashion editorial, personality and product discovery.
The project focused on creating a magazine-inspired layout that gave the edit a distinctive look and feel, while maintaining a clear connection to the Tu Clothing brand and its e-commerce experience.
The Challenge
The challenge was to create a digital campaign that felt more like a fashion editorial than a conventional product listing, helping elevate the curated collection and communicate the thinking behind Gok’s styling choices.
The page needed to:
- Build on the established Tu x Gok visual identity
- Give the Autumn edit a distinctive, editorial-led presentation
- Showcase the selected products as complete, considered outfits
- Bring Gok’s personality and styling expertise into the experience
- Balance visual storytelling with the practical needs of an online retail audience
Early Design Thinking
My initial thinking focused on how to bring the collaboration to life through a more editorial approach to digital design.
Rather than simply presenting a selection of products, I wanted the page to feel like a feature in a fashion magazine, giving the edit greater personality and creating a stronger visual narrative around the outfits.
The existing Tu x Gok identity provided the foundation. I explored how its recognisable graphic elements could be used to frame and connect the featured pieces, creating consistency across the page while allowing the clothing to remain the main focus.
Three principles guided the design:
Editorial storytelling
Create a fashion-publication-inspired layout that gave the collection a more curated and considered feel.
Brand consistency
Extend the established Tu x Gok identity into the digital experience, using familiar graphic details to tie the content together.
Personality and authenticity
Incorporate elements of Gok’s own voice and perspective to make the campaign feel personal to the collaboration.
Digital Campaign Design
The landing page brought these principles together in a cohesive layout designed to showcase Gok’s selected outfits.
I used the distinctive corner graphics from the Tu x Gok logo to highlight individual items and visually connect the pieces within each look. This created a recognisable design device that reinforced the collaboration’s identity while helping structure the editorial content.
The overall art direction took inspiration from fashion publications, moving away from a purely transactional product presentation towards something more visual and engaging.
The result was a digital experience that balanced the brand’s retail requirements with the storytelling and styling-led approach of a fashion editorial.
Bringing Gok’s Personality to the Page
A key part of the experience was making the campaign feel like Gok’s own edit, rather than simply another seasonal product feature.
To achieve this, I incorporated his signature, a supporting quote and an interview video in which he discussed the pieces he had selected and how he brought the outfits together.
These elements introduced a more personal dimension to the page, giving visitors additional context around the collection and reinforcing Gok’s role in shaping the edit.
Combining video, editorial content and product imagery helped create a richer campaign experience while keeping the focus on the featured clothing.
Reflection
This project demonstrates how an established brand identity can be extended into a digital campaign without losing its recognisable character.
By combining editorial layout, considered graphic details and personality-led content, I created a landing page that presented Tu Clothing’s Autumn edit as a curated fashion story rather than simply a collection of products.
It remains a useful example of my experience in fashion retail, digital campaign design and translating a creative concept into a cohesive online experience.