The new system
A unified, scalable design system that aligns with H&M’s new brand identity, streamlines web and app experiences, and reduces design debt for smoother collaboration.
Blending product and brand
Established a seamless and consistent visual language that tightly connected brand and product, from ad banners to the checkout page, creating a cohesive and trustworthy user experience.
Accessiblity focus
Uppercase typography challenged readability, demanding constant testing, while we worked hard to make it succeed across banners, videos, and product controls.