SAXX is a rapidly growing men’s lifestyle brand with a highly unique product: underwear designed to reduce friction and compliment its wearers’ daily activities. With a growing line of underwear and base-layers ranging from ultra-sheer loungewear to ventilated compression tights, SAXX had developed a passionate customer-base and a long list of wholesale accounts in Canada to fuel its growth.

SAXX had one weakness: direct-to-consumer. With a weak digital marketing platform and a team and infrastructure primarily developed to support wholesale, the company needed to adapt in order to continue its growth.

I was hired to help facilitate that growth.

During my time at SAXX, I led design efforts for saxxunderwear.com and saxxunderwear.ca. I contributed strategic insight, performed market and customer research, developed collaborative process with the technical team, concepted new features, visual design and UI, and ultimately developed a design language and design system through numerous re-platforms across Magento, Magento Cloud, and Shopify.

In my efforts at SAXX, I worked cross-collaboratively with the technical, product design, and digital marketing teams, and reported directly to the Sr. Leadership Team (C-level) and Board of Directors.

I also contributed directly to digital marketing campaign development and produced marketing assets for both digital and print.