zach magoon
L.L.Bean Signature
As Senior Art Director, I helped shape and launch L.L.Bean Signature, a new premium clothing line and digital brand experience created to bring the heritage of L.L.Bean into a more modern, fashion-forward expression. I led the creative direction and visual design for the inaugural Signature e-commerce website, establishing the visual language, art direction, photography, and digital experience.
Discovery & Alignment
The discovery process began with a deep exploration of L.L.Bean’s rich heritage, from its iconic products and craftsmanship to its longstanding connection to the outdoors and New England. We identified the elements that made the brand enduring and authentic, then translated those qualities into a more refined, contemporary expression for Signature. The goal was not to recreate the past, but to build on it—creating something new that still felt unmistakably L.L.Bean.
About
Authenticity
We drew inspiration from the visual vernacular of L.L.Bean’s archived clothing—its silhouettes, materials, colors, typography, and unmistakable sense of utility—to create a design language that felt both familiar and fresh. Rather than simply revisiting the past, we reinterpreted these elements through a contemporary lens, giving the heritage a new point of view. The result was a modern expression of L.L.Bean tradition designed to resonate with a new generation of customers while retaining the authenticity of the original brand.
Heritage & Commerce
The challenge was to balance brand heritage with the realities of a retail business—using the strength of L.L.Bean’s history without allowing it to overshadow the product itself. Every design decision ultimately supported the business, from merchandising and product storytelling to seasonal promotions and sales priorities, while remaining consistent with the Signature visual language. Working from marketing strategies, sales projections, and promotional calendars, we created an experience that could flex with the needs of the business while maintaining a distinctive, premium expression of the brand.
CASE STUDIES
What would you say you do here?
