Overview
User Experience Design
Content Strategy
Visual design
Technical discovery and development
Quality assurance testing
Led Fondado’s transition from boutique to digital, crafting content strategies and visuals that translated personalized service into a compelling online experience.
Fondado is a women's fashion brand based in Palermo, Buenos Aires, known for its timeless designs and high-quality materials. When I first engaged with Fondado in 2016, the brand was renowned for its in-store experience—rooted in personalized service and the founders' charisma. However, this distinctive identity was not fully represented in their digital presence, which became the key challenge to address.
CHALLENGE
Fondado needed to translate its boutique shopping experience—characterized by personal touch and customer loyalty—into a digital strategy that could resonate with both existing customers and younger, digitally savvy consumers. The brand faced pivotal moments: relocating its flagship boutique, adapting during the COVID-19 pandemic, and launching an online store. With tight deadlines and dynamic market conditions, the focus was on rapidly developing content that remained true to Fondado’s essence.
The Challenge
Fondado needed to translate its boutique shopping experience—characterized by personal touch and customer loyalty—into a digital strategy that could resonate with both existing customers and younger, digitally savvy consumers.
The brand faced pivotal moments: relocating its flagship boutique, adapting during the COVID-19 pandemic, and launching an online store. With tight deadlines and dynamic market conditions, the focus was on rapidly developing content that remained true to Fondado’s essence.
