The M Dash
M.M.LaFleur's online magazine, The M Dash, features stories on styling, lifestyle, career, profiles of influential women, and more. In addition to creating all visual assets in the story, I also created the layout for the digital article in Wordpress.
As opposed to custom-coding layouts, we used "editorial layout blocks" to create layouts, mixing and matching to best serve each story. Though this did limit some customization abilities, it allowed the brand team to build stories without coding experience.
All Assets
DELIVERY
Visual assets and layout for digital editorial
SOFTWARE
Figma
Photoshop
Wordpress
Photoshop
Wordpress
ANALOG MEETS DIGITAL
"Summer Snapshots: Four Style Experts Share Inspiration from Their Personal Camera Rolls"
For this story, we had four content creators capture a mix of lifestyle and style shots on a disposable camera and send us the film. After making selects, I designed the assets and layout of this story with the intention to retain the analog feel of the film photos despite the digital format.
VISUAL PACKING LIST & TRAVEL GUIDE
"What to Wear for a Two-Week Vacation in Europe"
A popular story format, M.M.'s "packing list" stories visually showcase how to pack for a trip with M.M. pieces that can mix-and-match for a variety of occasions. Includes both a visual checklist as well as collages mixing travel/lifestyle imagery, on-figure "organic" content, and relevant pieces.
DIGITAL EDITORIAL LOOKBOOK
Spring 2024 Collection Lookbook
The Spring 2024 Lookbook was an experiment in creating a more shoppable lookbook hosted on our main E-commerce website. While working with different design constraints than our usual Wordpress builder, I created a digital lookbook that was still visually striking and elevated.
MOSAIC LOOKBOOK
Fall 2022 Collection Lookbook
The Fall 2022 Lookbook was organized by fabric/product groups, so I created this mosaic-style format for the lookbook that worked with the copy structure while showcasing the beautiful collection imagery in an image-forward, visually impactful, and fresh format.
FROM SKETCH TO FINAL LOOKS
"Power Casual Explained in Seven Outfit Formulas"
This collection was conceptualized around seven "outfit formulas" to help customers mix-and-match the pieces for easy-yet-elevated silhouettes. Sketches from the Chief Creative Officer (and co-founder) Miyako Nakamura are paired with editorial images to show the silhouette and on-figure look.
OUTFITS PIECE-BY-PIECE
"Eight Outfits from Our Upcoming Drop That Will Get You Excited for Spring"
With styling stories, stories using flat-lays of product performed very well, sometimes even better than on-figure imagery. For the new Spring Collection drop, we displayed the piece-by-piece components alongside the beautiful editorial imagery so customers could see the individual pieces as well as how they come together as an outfit on-figure.
