Eddie Bauer
About Us
Brand identity storytelling page for Eddie Bauer.
I led design and built the page in CMS, shaping how we introduce our brand values to new and returning customers through a responsive, narrative-driven layout.
My Role
Designed full-page visual story layout and image hierarchy
Built experience directly in CMS using custom and standard blocks
Created mobile-first structure to ensure scroll readability and pacing
Styled components to accommodate evolving brand tone
Collaborated with brand, copy, DEI, and executive teams on final content
Challenge:
The page had to tell Eddie Bauer’s brand story in a human and authentic way, but we had no storytelling templates in our CMS—and limited flexibility for layout changes.
Solution:
I built a visual storytelling system using flexible block structures that emphasized narrative flow over dense content. Designed responsive layouts that adapt pacing based on screen size, and styled the typography and image containers to maintain tone across viewports.
