Sports Illustrated Swimsuit
Redesigning the digital experience for a flagship brand to create a fresh and engaging platform
Ahead of the 2019 issue, Sports Illustrated redesigned its Swimsuit Edition website to showcase exclusive galleries, videos, and interviews while reinforcing themes of beauty, body positivity, and lifestyle. The goal was to establish a distinct, web-specific brand that felt fresh, premium, and immersive, supporting high-impact photography, long-form features, and interactive content within a cohesive, scalable framework.
I created a scalable digital framework that gave Swimsuit its own identity. From logo and color palette to article templates, galleries, and e-commerce, each element was designed to feel premium and cohesive while supporting a wide range of content. The result reinforced the brand’s evolution into a modern lifestyle destination.
To give the Swimsuit franchise its own identity, I created a fresh logo and color palette that felt modern and premium while still connected to Sports Illustrated. The system established a distinct brand presence across web, social, and partner platforms.
Partial color palette and logo system
I designed a flexible article template optimized for immersive storytelling—balancing high-impact photography with editorial depth. The layout elevated exclusive interviews and features while keeping the reading experience clean and accessible.
New longform article design
The models library was built as a highly visual browsing experience, enabling users to explore the breadth of models featured. The design prioritized discovery, with bold imagery and intuitive filtering for quick navigation.
Model library page design
Each model’s page served as a hub—combining biography, galleries, videos, and editorial features. The design gave space for personality and depth, transforming models from static images into fully realized stories.
Model hub page design
I extended the brand system into an e-commerce experience, partnering with retail brands to feature Swimsuit-inspired products. The design married editorial and commerce, creating a seamless transition from inspiration to purchase.
Page design for e-commerce partner Swimspot
Even the error state was treated as a branded moment. The custom 404 page reinforced the playful, lifestyle-driven tone of Swimsuit, ensuring the experience stayed on-brand no matter where users landed.
404 page on mobile and desktop
This project highlighted the importance of designing for both heritage and innovation—honoring a legacy brand while making it feel fresh and relevant to modern audiences. User testing reinforced how clarity and consistency can elevate engagement, while even small details (like a branded 404 page) help build trust and personality. For me, the redesign underscored how strategic design systems can empower iconic brands to evolve without losing their core identity.