icebox

Design and build an editorial-meets-campaign digital experience telling the story of Eddie Bauer’s original Icebox—a cold-weather testing locker used in the 1950s to push gear to failure. The goal was to translate a deep heritage story into a visually bold, modern experience that could live alongside seasonal product storytelling.

Working closely with my Creative Director on layout and narrative flow, I built the page in brXM CMS using a mix of custom-coded solutions and existing components. The primary challenge was balancing a highly graphic, immersive design with CMS constraints, responsiveness, and accessibility requirements.

• Developed custom parallax scroll moments and embedded video sections to support narrative pacing

• Partnered with Creative Director to execute and refine overall layout strategy

• Integrated baked-in typography within imagery to preserve design integrity inside CMS limitations

• Ensured responsive behavior and accessibility across screen sizes in a graphic-forward experience

• Collaborated with Media Creative Director, who led campaign photography