Camila Hori worked at Bluefly as Creative Director from June 2007 to January 2011 (prior to that she held the Art Director position from 2006 to 2007). She was responsible for directing the entire design department along with freelancer photographers and stylists. Camila oversaw the department's ongoing production of layouts throughout the web site, daily email campaigns, collateral material and weekly photo shoots. She also liaised with several departments within the company as well the CEO to create visual concepts that translate and reinforce the brand aesthetics both on the everyday projects as well as the more ambitious strategic initiatives.

Bluefly's redesign happened in installments and in a very organic way. Camila was able to significantly change the site look and fell and elevate Bluefly's brand awareness during her years as a Creative Director.

 

 

 

 Home Page

The home page before redesign lacked impact with the redesign it  gained a stronger identity. The fashion images were also geared to a higher level of drama and sophistication.

 

 

 

 

 Main Pages

The main pages at Bluefly offer a deeper look in to certain trends and apparel categories. Before the redesign the main pages were mainly static and with several discount messages and images in one frame. With the redesign the main pages were changed to be slides wich allowed the images to breathe and message to be bigger and clearer without sacrificing look and feel.