InSite was Neiman Marcus's digital editorial hub before editorial commerce was a category. The mandate: make the website feel like a magazine without losing the sale.

Every piece started with the story. Emerging designer spotlights introducing names like Derek Lam and Helmut Lang to a broader audience. Seasonal trend narratives around color or silhouette. Ways-to-wear features that styled the same pieces multiple directions. Minimalism as a philosophy. Each concept shaped the shoot, the styling, the layout.
All studio photography. No location budgets. The creative had to carry the weight. Graphic color blocks became environmental stand-ins. Layered compositions gave simple setups editorial depth. The constraint pushed the design further than a bigger budget might have.

Typography became the signature. Designer names built as compositions rather than headlines. Letters interlocking with photography, overlapping garments, breaking the grid while staying legible. Some stories called for restraint, letterforms nearly disappearing into texture. Others wanted theater, oversized serifs and bold color. The tone shifted story to story, but the attention stayed consistent.
Early digital storytelling at a luxury retailer. A lot of the patterns built here became industry standard within a few years.

Services
— Story Development
— Editorial Design
— Photo Direction
— Art Direction
— Typography