6PM
Overview
6PM is a discount fashion retailer stocking premium and designer labels at off-price. As a Senior Visual Designer on the creative team, I helped conceive and execute a complete overhaul of the brand — trading a cluttered, discount-bin look for a sophisticated, modern editorial identity that finally matched the caliber of the labels on the site.
Outcomes
- 25% boost in conversion — directly tied to the redesign.
- 30% lift in customer engagement across the site.
- Unlocked profitable brand partnerships — including a Fenty x PUMA launch by Rihanna — also tied to redesign.
- A full brand system spanning logo, typography, color, style guide, editorial lookbooks, and email.
Additional Credits:
Creative Direction: Amanda Egan.
Styling: Janeth Lopez, April Schweiss.
Photography: Amanda Egan.
Additional Designers: Brian Rosenfield, Carolina Herrera.
Editorial Production: Amanda Egan, Janeth Lopez.
Brand Redesign
6PM had strong potential buried under a cluttered homepage, a muted palette, and visuals that undersold the high-end brands it carried. The email program — a top revenue channel — had the same problem: no clear hierarchy, no distinctive typography, little to engage a fashion-savvy customer.
We rebuilt it. The biggest creative shift was moving from reused product shots to a slick, editorial aesthetic — homepages, landing pages, and a monthly cadence of seasonal lookbooks that paired elevated creative with a highly curated selection.
The New Identity
It started with the logo. The team settled on a hand-drawn motif as the centerpiece of the new brand — a bespoke mark carries a warmth and craft that off-the-shelf type never can, giving 6PM a signature that felt human, premium, and unmistakably its own. Modern, elevated, relatable, and wholly timeless.
For type, we chose Verlag — originally designed for the Guggenheim to flex across artistic styles, which made it perfect for a site spanning every category of shoe and clothing. Verlag Condensed carried headlines and pricing callouts with punch; Knockout handled buttons and navigation. The palette was intentionally restrained so color could come from the product and the editorial photography, with the 6PM brand red refreshed to a more elegant tint. It all shipped as a formal style guide — the governing system for the brand going forward.
The new identity came to life in seasonal lookbooks — highly curated storytelling content aimed at the more fashion-forward customer. Beyond elevating the shopping experience, the lookbooks opened new revenue channels and profitable brand partnership opportunities for the site.
Email Re-Design
The 6PM email program was a high-priority revenue channel, and the redesign gave it a treatment built around the email customer. We expanded the palette and typography for each customer segment and leaned into lifestyle and editorial imagery to make every send feel polished, aspirational, while still easy to shop.
We reworked the CTA buttons and placed them strategically, using data from the email merchandising team, and prioritized a mobile-first approach to match how customers actually view and buy. This created for a much more elegant and efficient email shopping experience, and unlocked paid placement opportunities from brands such as Nike, Brooks and Sam Edelman.
Fenty x PUMA
Once our brand partners saw the refreshed look and elevated creative, doors opened that had been closed before. PUMA asked our team to conceptualize and execute a special landing page for the 6PM launch of Rihanna's Fenty collection — a blend of high fashion and streetwear that reinforced her influence on pop culture.
I led design, maximizing the photography and layering in subtle Victorian artwork — a nod to the original PUMA creative's Victorian aestheticism, and a way to bring an air of opulence to the page. It's the celar evidence of the rebrand's payoff: better creative didn't just look better, it earned the business partnerships it couldn't reach before.
