Bel-Air Athletics

As a UI Designer, I contributed to the eCommerce website revamp for the second Bel-Air Athletics collection, a limited-edition lifestyle brand inspired by the iconic 90s sitcom starring Will Smith. The launch and the website's design gained significant public attention, including features on CBS News Philadelphia and The Ellen DeGeneres Show with Will Smith as guest.

IMPORTANT: Some visual resources are not displayed due to a client's Non-Disclosure Agreement.

African American businessman online banking while working late i

Goal

Contribute to a visually engaging online experience that reflects the Bel-Air Athletics brand's 90s aesthetic for a limited-edition merchandise launch.

Target Audience

Fans of 'The Fresh Prince of Bel-Air' and Will Smith, interested in exclusive retro-style apparel.

Role & Responsibilities

• UI Designer.

• Created visual design proposals and UI elements in Sketch and Figma, following Atomic Design principles under the guidance of the Design Lead from K2O Creative.

Design Process

Responsiveness: Desktop, tablet & mobile

Impact & Results

As the UI Designer on this project, I helped translate the Bel-Air Athletics brand's 90s-inspired vision into a cohesive and visually appealing online shopping experience for their limited-edition collection.

The project garnered public attention, with the launch and the website being featured in news segments by CBS News Philadelphia and on The Ellen DeGeneres Show during Will Smith's appearance, reaching a wide audience and highlighting the brand's cultural relevance.