Theme-led commerce for the house of craft.

Every department held a tile, and no theme held the page. The brand’s key propositions took minutes to find and seconds to lose, while spacing, margins, and copy sizing left no room for the visuals to breathe.

Sustainability had the opposite problem. The house’s deepest story lived in a standalone section: rich in data, starved of narrative, and absent from the journey where clients actually decide.

The brief in four words: upscale, impact, immersion, implementation.

The homepage moved from a puzzle of contents to brand expression led by dominant themes: one theme carries a key moment, secondary moments share the stage, and the off season mixes. A modular framework of hero, secondary, and push modules made the system operable by the house’s own teams, with one copy hierarchy from story title to CTA.

Sustainability stopped being a topic and became the way every product is told. The Journey We’re On: legacy as proof, sourcing as action, savoir-faire as tools, circular creativity as behaviour.

Four homepage executions were designed and put in motion for desktop and mobile: Home for the Holidays in house blue, the Women’s Show on chroma green, Tambour watchmaking in black, and LV x NBA carrying the off-season mix. A staged roadmap ran from MVP through editorialised themes to a new navigation, built to be A/B tested rather than argued.

On the product page, seven narrative injections were piloted on the Coussin: certified materials named, the carbon footprint printed on the page, the craft narrated by the artisan, the designer, and the procurement manager, and care and repair given equal rank with the sale.

The propositions gave the maison a homepage which behaves like the house speaks: one voice, dominant themes, room for the work to breathe. They gave sustainability the form of craft rather than compliance, told at the exact moment of consideration.

And they proved a working discipline the deck records in its own words: a story known by heart makes decisions faster and with less doubt. Focus first, then form. The result is the form.

Studio. Design direction carried by a Formist founder, at AKQA, 2020. Stated plainly, as the record.

Client. Louis Vuitton, Paris.

Discipline. Luxury commerce · digital flagship · sustainability and traceability.