Designing an Experience that Extends Beyond the Runway
Brand Strategy · Digital Experience · Content Strategy · Creative Direction
Every organization reaches a point where it needs a place to call home.
As FNO World expanded beyond runway productions into retail, education, and community, the opportunity arose to create its first website—a digital experience that could bring the entire organization together while laying the foundation for continued growth.
Project Overview
I partnered with FNO World to design and develop the organization's first website from the ground up. Together, we created a digital experience that introduces the brand, supports independent designers, showcases MULTI, streamlines New York Fashion Week registrations, and serves as a central destination for the growing FNO community.
The project extended far beyond launching a website. It involved establishing a digital foundation that could evolve alongside the organization while maintaining a cohesive experience across every touchpoint.
Scope
• Website Strategy
• Information Architecture
• UX & UI Design
• Squarespace Development
• Content Strategy
• SEO
• E-commerce
• Registration Experience
• Information Architecture
• UX & UI Design
• Squarespace Development
• Content Strategy
• SEO
• E-commerce
• Registration Experience
The Challenge
FNO World had grown into something much bigger than a runway experience.
The organization was expanding into retail through MULTI, launching designer education and its first New York Fashion Week experience in NYC, and creating new opportunities for independent creatives. Without an existing website, there was no central place to tell that story or connect all the initiatives.
The challenge wasn't redesigning an existing experience. It was creating one from the ground up; one that felt cohesive, intuitive, and built to grow alongside the organization.
The Approach
Rather than treating the website as a collection of individual pages, we approached it as a connected experience.
Navigation was carefully structured to serve multiple audiences while remaining clear. Content was developed to communicate FNO World's evolving mission, and each user journey—from discovering the organization to applying for New York Fashion Week or shopping at MULTI—was designed with intention.
Every decision balanced today's needs with tomorrow's opportunities.
Homepage
Establishing a digital home.
The homepage introduces FNO World's expanding mission and creates clear pathways to its core initiatives. From runway experiences to retail, it offers visitors a cohesive overview of what the organization has become.
The homepage introduces FNO World's expanding mission and creates clear pathways to its core initiatives. From runway experiences to retail, it offers visitors a cohesive overview of what the organization has become.
MULTI
Extending the experience beyond the runway.
MULTI is FNO World's retail destination, connecting independent designers with shoppers both online and in-store. The website was designed to support product discovery while reflecting the thoughtful, community-driven experience found in the physical space.
MULTI is FNO World's retail destination, connecting independent designers with shoppers both online and in-store. The website was designed to support product discovery while reflecting the thoughtful, community-driven experience found in the physical space.
New York Fashion Week
Supporting designers from application to the runway.
The designer experience was built to guide applicants through every stage of participation—from learning about the opportunity to exploring packages, submitting applications, and completing registration through a streamlined digital journey.
The designer experience was built to guide applicants through every stage of participation—from learning about the opportunity to exploring packages, submitting applications, and completing registration through a streamlined digital journey.
Content & SEO
Building for discovery.
Every page was written with both people and search engines in mind. Thoughtful messaging, clear information architecture, and strategic SEO work together to improve discoverability and create a more intuitive experience for visitors.
Every page was written with both people and search engines in mind. Thoughtful messaging, clear information architecture, and strategic SEO work together to improve discoverability and create a more intuitive experience for visitors.
The Outcome
Today, FNO World has a digital home that reflects where the organization is now while creating space for where it's headed next.
The website supports multiple audiences through a cohesive experience, connecting fashion, retail, education, and community in a way that feels unified, intentional, and built for future growth.
The website supports multiple audiences through a cohesive experience, connecting fashion, retail, education, and community in a way that feels unified, intentional, and built for future growth.
Reflection
Creating a first website is different from redesigning an existing one. There's an opportunity to ask bigger questions, not just about how it should look, but also about how it should function, grow, and represent the people behind it. Helping shape that foundation was among the most rewarding parts of this project.
Bringing It All Together
As the experience continued to evolve, so did the supporting materials. The Designer Guide brought the website, event, and brand into a cohesive editorial piece, giving prospective designers everything they needed in a format that felt intentional from the first page to the last.
