In the summer of 2012 I pioneered a content redesign of’s Tumblr.

Since the redesign,’s Tumblr has received increased traffic and engagement. The goal of the redesign was to turn the already existing social profile into a better representative of the brand on Tumblr. I re-branded the profile’s content and altered it from having an unfocused to a specified nature by avoiding previously used stock photos and specifying a “style icon” theme for the brand.

Below are before and after shots.