Kendra Scott Editorial Designs

Creating curated spaces for fashion enthusiasts.

Kendra Scott is an iconic Texas jewelry brand aimed at creating quality products that make fashion truly accessible.

They had an overall goal to drive e-commerce growth in their organic search channel. To help reach their SEO and brand goals, we proposed creating a hub of content to share their extensive jewelry and style knowledge along side their product offerings.

Along with this we proposed a glossary of terms to help deliver on their brand promise and help make fashion and its trends more accessible to all.

MY ROLES:

Information Architecture

Art Direction

Website Design

TOOLS USED:

Miro

Figma

TARGET AUDIENCE

Fashion enthusiasts looking for fashion insights, trends, and guidance.

  • Style Seekers: Fashion enthusiasts searching for styling guidance, trends, and industry insights.

  • Curious Shoppers: Potential customers needing clear definitions of jewelry terminology and product education to inform their purchases.

  • Brand Loyalists: Current Kendra Scott customers looking for curated ways to style current pieces and discover new collections.

THE CHALLENGE

Capture and convert more organic search traffic.

Kendra Scott had an established e-commerce presence, but there was opportunity to improve conversions from organic traffic

  • With little content strategy, the brand was missing opportunities to rank for broader fashion-centric queries

  • They lacked a clear way to position itself as a trusted source of style knowledge while featuring products with those insights that could convert users to make a purchase

  • Missing a vehicle to use content in a way that could both educate users and increase SERP rankings

APPROACH

IDENTIFIED PERSONAS

Overall we identified that our ideal target reflects the modern, socially-connected woman who values personalization, self-expression, and philanthropic causes.

Then to further understand the Style Seekers, Curious Shoppers and Brand Loyalists we hoped to attract, we broke down specific goals, motivations and concerns of each of our personas.

This also helped us understand how this audience connects to Kendra Scott’s three core brand pillars—Family, Fashion, and Philanthropy.

ESTABLISHED INFORMATION ARCHITECTURE

The content was structured into categories and tags that act as a roadmap for the user. At a high level, posts are grouped into themes such as "Jewelry Care" or “Tips and Tricks", while tags help users filter down to more specific topics like "Gold Vermeil" or "Layering."

The articles are presented in a modular feed, with standout sections highlighting new and important topics.

CRAFTED THE EXPERIENCE

With the target personas in mind, I developed an engaging user experience in a stylish, approachable aesthetic. To ensure harmony with the main site, I integrated distinct brand visuals and colors that provide a cohesive experience between the main site and the content hub.

The hub also features fun, yet elevated, typography with splashes of the brand’s signature yellow, which echo the 'highlight' in the content hub’s title and help carry the brand identity throughout.

RESULTS

FINAL PRODUCT:

To address the need for stronger organic visibility and more engaging content, the project team:

  • Proposed and designed an editorial hub prototype that would act as a central space for curated fashion and jewelry content tailored to Kendra Scott’s audience.

  • Developed a glossary of terms to demystify specific jewelry industry terms, making style more accessible and reinforcing the brand’s desire to remain approachable.

  • Created an integrated design + content strategy that would fit into the existing website structure in a way that supports SEO goals while reflecting the existing brand.

EDITORIAL HUB DESIGN

GLOSSARY OF TERMS