Mission Statement

DIGITAL
UX
CREATIVE DIRECTION
BRAND INFLUENCE
 

As an actor and producer, Hilary Swank has won two Academy Awards for Best Actress and received a star on the Hollywood Walk of Fame in 2007. Seeking a new challenge, and with the desire to launch a clothing line, Hilary created Mission Statement. She set out to design a line that embodies and nurtures a higher purpose; clothing that allows women to find their perfect balance of movement while at the gym, in the office, while resting, or playing. The clothes not only function for an active lifestyle, but also reflect the way women want to feel in their day-to-day life. Just as the line merges high-performance and high-fashion, the website needed to convey this as well... not too far active, not too far fashion, but right in-between. With such elegantly designed pieces, it was important that the site be an extension of the clothing line and work in harmony with the product shots without distracting from them. In addition to the user experience and visual design for MissionStatement.com, I provided brand influence and direction for the line, as well as overall strategy for how to bring the greater purpose and mission of Mission Statement to life. The inspirational stories, or mission moments will serve to share the personal missions of inspirational women from all walks of life. As the brand grows, so too will these stories, creating further engagement between the customer and the brand.