Vachi
Drove funnel optimization by leading end-to-end checkout flow redesign, reducing cart abandonment by 80% through data-informed.
UX decisions, user validation, and edge-case handling.
Accelerated product delivery by building a scalable design system and documentation framework, enabling 3× faster design-to-engineering handoff across web and mobile platforms.
Partnered cross-functionally with engineering to ship 15+ production features, implementing structured QA and accessibility checks
that reduced post-launch defects by 60%.
Strengthened product operations by standardizing release readiness processes, improving state coverage, usability consistency, and overall customer experience quality.
Year
2024-25
Role
Product Designer
Industry
Fashion
Conentration
Brand Identity Design, Design Systems, Web & Product Design, Creative Direction
Responsibilities
Branding, Prototyping, Content Design, Web Design
Tools
Adobe Illustrator, FIGMA
Duration
January 2024 - May 2025
Process
Discovery & Research
I began by auditing Vachi, a brand selling Lycra-based garments, leggings at its core, that had a strong product but no emotional identity to match it. She opened with a competitive analysis across Lululemon, Alo Yoga, Spanx, Wolford, and key DTC activewear labels, mapping them against axes of functional vs. emotional and minimal vs. expressive. The gap was clear: every competitor was selling the garment, the fit, the compression, the colorway. Nobody was selling what the fabric makes possible.
That became her brief.
I ran user interviews with women who wore leggings across dance, yoga, gym, and everyday contexts, asking not about fit but about feeling. The answers were consistent: the best experiences were ones where the garment stopped existing. "It moved when I moved." "I forgot I was wearing them." That invisibility, Lycra getting out of the body's way, became the emotional core of the rebrand.
Wear-diary sessions reinforced this further, with participants photographing moments of restriction versus freedom throughout their day. The contrast was stark: restriction was always the garment asserting itself; freedom was always it disappearing. Vachi's leggings sat firmly in the second category. The brand just needed to say so.
From the research, four words surfaced repeatedly and unprompted: Rhythm, Flow, Form, Freedom, which became the pillars of everything that followed.
Defining the Brand Direction
From the research, I identified that Vachi's core truth was disappearance, the best Lycra is the fabric you stop noticing. The brand story, therefore, needed to make the invisible visible: show what the fabric enables rather than what it looks like on a hanger.
I translated this into a mood board built around black-and-white movement photography, specifically images where the human body creates geometric negative space (arcs, triangles, silhouettes). This wasn't accidental; grayscale removed the distraction of color so the shape of motion became the subject. She tested two directions with stakeholders: one colorful and product-forward, one editorial and movement-led. The latter won decisively in preference testing.
Typography
For typography, I made one decisive, unexpected choice: Ballet, a variable display font whose letterforms are drawn from the arc and extension of classical dance. Every curve in Ballet mimics the sweep of a limb mid-movement, making the typeface itself a visual expression of what Lycra enables. It wasn't chosen to look fashionable; it was chosen because it moved. The font carried the brand's core argument without needing a single word of explanation.
I took it one step further with the Vachi wordmark: the "i" has a butterfly, its wings open mid-flight. It's a small detail that lands with weight, the butterfly is both a symbol of transformation and one of nature's most fluid, weightless forms of movement. It made the logo feel alive, like the brand itself was in motion even when standing still.
For supporting type I paired Ballet with a clean, neutral grotesque for body copy, functional and invisible by design, letting Ballet do all the emotional lifting without competition.
Color
The color palette was built on a single discipline: restraint. White and black, nothing else, chosen because the brand's subject matter is movement, not color, and because Lycra itself is most powerful in its purest, most undistracted form. My argument was that a brand selling elegance of motion has no business filling the screen with color that pulls the eye away from the body and the fabric.
The only color that ever appears on the site is pulled directly from the product itself, the tones already living in the garments, the fabric swatches, the photography. This meant the palette shifted subtly across collections without ever feeling designed, because it wasn't, it was observed. The effect is that color feels earned rather than applied, and the overall experience reads as deeply minimal without ever feeling cold. The white breathes, the black anchors, and whatever color the product carries is allowed to speak entirely on its own terms.
Stay tuned for me:)
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