Case Study
BE.Kids
Brand, lookbook, and e-commerce launch for a confidence-based kidswear line
↓ Download the PDF version
Case Study
Brand, lookbook, and e-commerce launch for a confidence-based kidswear line
↓ Download the PDF version
The Brand
BE.Kids is a luxury kidswear line built on one idea — a kid is more than a size or a number on a tag. The brand replaces age-based sizing with a confidence-based A-B-C system, sells organic-cotton pieces designed in California and made in Portugal, and needed its whole first impression built at once, from brand voice through a live storefront.
A-B-C sizing in place of age numbers, so fit is about comfort, not classification.
Organic cotton, slightly oversized for room to grow, made to outlast fast fashion.
The Global Unity collection and all-ages casting built into the brand from launch.
The Challenge
Directing UX, design, and copy CDs, a designer, and the dev team as the single point of accountability — plus casting and the shoot.
Naming, collection copy, the sizing story, and a live, shoppable Shopify site, all built and made consistent together.
Translating approved creative into a build the platform could actually support, without losing the intent.
Brand & UX Strategy
Before a page was built, I led a page-by-page site strategy — wireframing the homepage, product, collection, sizing, and about pages, and defining what content each one needed and in what order. The work set the information architecture the storefront was built on, and drew a clear line between what the Shopify theme could deliver and what needed development.
Production · Lookbook & Photo Shoot
I ran the merchandise shoot end to end — casting talent across the brand's full age range and building the shot plan that captured every look against six concept environments.
Talent spanned boys, girls, and unisex looks, so the imagery delivered the brand's all-ages, all-bodies promise on screen, not just in copy.
Design to Build
The hardest stretch was the handoff from design to development. When the approved creative direction ran ahead of what the Shopify template could support, I owned the translation — taking the approved design to the developer and driving it to a build that stayed on-brand, worked on the platform, and kept the original creative intent intact.
“The producer's job was to protect both the creative and the ship date, and make the two agree.”
The Storefront
The launch storefront went live on Shopify with the full debut catalog built, merchandised, and shoppable across five categories.
The Result
Every look shot to feel joyful, confident, and unmistakably BE.Kids — the brand's whole point made visible.
My Role
Led page-by-page wireframes and IA for the homepage, product, collection, sizing, and about pages.
Directed UX, design, and copy CDs, a designer, and the dev team as sole producer.
Cast talent and ran the shoot: 85 shots, 33 looks, 8 kids, 6 concepts.
Brand voice through a live storefront: 30 styles, 105 products, 1,026 SKUs.
The Outcome
A childrenswear brand taken from concept to a live, shoppable storefront — brand and UX strategy, voice and collection naming, a full lookbook shoot cast across the age range, and a Shopify build that held the creative intent through development.
be.kids — visit the live storefront →