Coach is a heritage brand born in New York City, known for its blend of classic American craftsmanship and trend-forward fashion. This project focused on evolving Coach’s digital presence—shaping a more cohesive, editorially-driven experience that reintroduces the brand’s icons through narrative and structure.

At the center of the campaign is a redesigned homepage: a curated, scroll-based journey that highlights key products through the lens of city life. Every section functions as a visual chapter—drawing from New York’s contrasts, its characters, and its nonstop rhythm—to bring clarity, mood, and momentum to the online experience.

The visual identity expands on Coach’s foundations. A reimagined wordmark refines the original logo with a more contemporary structure, while a custom monogram system introduces graphic texture and versatility across digital, packaging, and product. Designed to feel both elevated and familiar, the identity embraces simplicity without losing impact—confident, clean, and grounded in the brand’s New York roots.