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OPPORTUNITY
PROCESS
CONCEPTUAL DIRECTIONS
RESULTS AND REFLECTIONS

CONCEPTUAL DIRECTIONS
We developed three stylistic directions, each rooted in The Row’s brand DNA but pushing the system in different ways

DIRECTION #1: MINIMAL
The direction closest to The Row’s existing language:

  • White space as the primary design material
  • Reduced typographic styles
  • Title-case Helvetica and restrained hierarchy

This approach treats Stories as an extension of The Row’s editorial calm. By minimizing visual intervention, the product and photography remain dominant, while typography quietly frames meaning. Placement experiments (title above/below image, subtle lockups) allow flexibility without visual noise.



Typography lockups above and below pack shots and editorial shots


Shop the Look slideshow, with editorial and pack shots 


Playlist Story explorations 


Editorial layout with varying white space


Editorial layout with full-screen imagery and link to photographer


Close-up editorial videos with collection title and product names

Pure editorial with custom typography and bottom lockup

DIRECTION #2: TYPOGRAPHY PLAY

Here we explored a new direction when it comes to type size, alignments and general styling with a focus on the uppercase Akzidenz-Grotesk. Inspired by the ability to be more experimental in a Story context.


Centered, all-caps lockup combined with full-bleed and bordered pack shots



Oversized and colorful typography 




Handwritten notes





Editorial with all-caps typography

DIRECTION #3: COLORED APPLICATIONS
In addition to exploring more experimental typography shifts for Stories, we also explored introducing a subtle color application to backgrounds or type.





Background color used throughout



Playlist mixes with subtle color application


Explorations around stacked detail shots, diptychs with borders and floating typography

Across all directions, layouts were designed as modules rather than fixed templates:

  • Titles could float, anchor, or disappear entirely
  • Editorial content could breathe full-screen or be framed by space
  • Product stories could shift between stills, GIFs, and mixed-media sequences

This flexibility ensures longevity, allowing the brand to adapt content without redesigning the system.