Altitude — Duty-Free, Elevated
Altitude is a travel-retail storefront for a brand whose rebrand had already reshaped its identity everywhere except the website. The redesign closes that gap — a minimal, clear, polished experience that lets the products and the sense of occasion carry the page, finally matching the composed, well-travelled confidence the brand leads with elsewhere.
A rebrand that reached everywhere but the storefront. The redesign brings the site up to meet it — minimal, clear, and polished, letting the products and the sense of occasion carry the page.
The problem
A heavy rebrand had already reshaped the brand’s identity across social — sharper, quieter, more considered — but it stopped at the storefront door. The website was still speaking in an old voice: dated in look and feel, and missing the elevated personality the rest of the brand had grown into. For a business built on making the journey feel exclusive, the gap between the feed and the site was doing real damage.
Process
The remit was to bring the site back to life without losing the thread of decisions the client had already made. Working inside their guidance rather than around it, I rebuilt the experience around a minimal, clear, and polished aesthetic — letting the products and the sense of occasion carry the page. The result closes the gap: a storefront that finally matches the rebrand, and carries the same composed, well-travelled confidence the brand now leads with everywhere else.
Key screens
The polished work. Tab across the top to move between the finished screens — every surface in a single frame.
Mobile story
How the design holds up on a phone — home, browse, and a product page across a small set of mobile frames.
Highlights
A single screen with numbered call-outs over specific decisions. Each hotspot reveals a short note on hover or tap.
Outcome
Shipped as a finished engagement — a storefront that finally matches the rebrand, carrying the same composed, well-travelled confidence the brand now leads with everywhere else. The gap between the feed and the site is closed.
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