Some projects end up on television... this was one of them. I designed UI components and visual proposals for Will Smith's Bel-Air Athletics limited-edition merchandise launch, translating The Fresh Prince's 90s cultural legacy into a modern e-commerce experience under the guidance of the Lead Designer at K2O Creative.
The site went live, Will Smith announced the collection on The Ellen DeGeneres Show, and the launch reached 13M+ viewers, proof that design can be part of a cultural moment, not just serve one.
NDA applies: visual resources partially replaced.
Design Process
Digital Wireframes
Organizing Atomic Design on paper
Atomic Design: Organizing atoms
Atomic Design: Organizing molecules
Atomic Design: Organizing organisms
Key views
Responsiveness: Desktop, tablet & mobile
Final Mockup
Cultural Impact
Featured on The Ellen DeGeneres Show (13M+ views) and CBS News Philadelphia, proof that design can be part of a cultural moment, not just serve one.
Launched in October 2019 as a limited-time merchandise drop. The e-commerce site is no longer live.
