• Fashion+Apparel
  • Retail+eCommerce
BB Dakota
/ Overview — A site that brings storytelling and personality to eCommerce.

  • Experience Strategy
  • Content Strategy
  • Content Guidelines
  • Creative Direction
  • UI/UX Design
  • Art Direction
  • Accessibility + SEO
  • Style Guide
  • Creative Engineering
  • Front-end Development
  • Back-end Development
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BB Dakota is a millennial fashion brand passionate about clothes and the women who wear them. With a distinct personality and firm values, the brand and its platform needed to be simplified yet revitalized. This need for expression called for a new identity system and flagship eCommerce experience.


We worked alongside the BB Dakota team to align our strategy with the brand’s vision and customer needs. From identity and messaging to digital and content, we established an all-encompassing experience that expresses its brand philosophy: “It’s only fashion.”In doing so, we created a brand destination where customers can engage with interesting content and shop for products that complement their lifestyles.

  • The Webby Awards — Nominee — Mobile Shopping — 2018
  • The Webby Awards — Honoree — Best User Interface — 2018
  • The Webby Awards — Honoree — Fashion & Beauty — 2017
  • The Webby Awards — Honoree — Shopping — 2016
  • The Webby Awards — Honoree — Mobile Best Practices — 2016
  • The Webby Awards — Nominee — Best Visual Design — 2018
  • Awwwards — Site of the Year Finalist — 2017
  • Awwwards — Site of the Day — 2016
  • OMMA Awards — Site of the Year — Fashion / Beauty — 2016
  • OMMA Awards — Site of the Year — Shopping — 2016


  • Increase in CRM Sign-Ups
  • Increase in Unique Page Views
  • Increase in Organic Search
/ UX Design

Experience Design

To BB Dakota, “Fashion is about looking exquisite and not giving a fuck.” With this in mind, we aligned the BB Dakota brand with a specific muse: a fashion-forward, irreverent woman in her 20s who doesn’t just wear clothes but lives in them.

By centering brand and product stories around these fashion-focused experiences, we were able to establish a position and point-of-view that stood out and connected with these style renegades.

Connecting with culture to drive commerce.

As we defined the eCommerce strategy, we put the user at the heart of our efforts. Focused on cultural insights and user behavior, we established a site framework that brings the brand to its audience in an experiential and unexpected way.

Throughout the user journey, brand storytelling and product presentation work together, seamlessly blending culture and commerce. With simplicity at the core of the user experience, we brought the site to life with rich content and beautiful micro-interactions that inspire customers to browse as well as purchase.

Classifying products by cultural context.

Overall, the shopping platform is designed for personalization. We implemented a search feature on the product listing pages that allows users to shop by occasion as well as color and style. This approach helps users find specific products but, more importantly, aligns them with the brand’s positioning on uniqueness and individuality.

From the listing page to the PDP, we help answer key shopping questions by providing context and motivation through original creative content, including videos, trend reports, collection callouts, and branded imagery.

Introducing collections through storytelling and flexible design.

There is an authentic and rich narrative behind every BB Dakota collection, so we created a system of interactive components to help bring these stories forward in immersive ways. These flexible modules enable custom pages to be built intuitively without the need for a designer or developer.



With digital as the primary connective tissue between the BB Dakota brand and its consumers, we used the eCommerce experience as our foundation to define the brand identity framework.

Through exploration and iteration, we established a system rooted in raw aesthetic, genuine personality, and honest opinions. BB Dakota is a brand with something to say, and we designed how it was said through bold typography, strong photography, and minimalist elegance.

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