Senior Designer | Creative Direction
LYCRA
A Fresh Look and Effortless Discovery
The LYCRA Company is at the forefront of innovation, creating cutting-edge fiber and technology solutions for the global apparel and textile sectors.
We have transformed Lycra's digital presence into a dynamic hub for inspiration and discovery, where brands, mills, and consumers can engage with the brand's core values of purpose and innovation.
I played a key role in supporting establishing a new digital visual direction for Lycra.com, working close with the Creative Director.
The LYCRA Company is at the forefront of innovation, creating cutting-edge fiber and technology solutions for the global apparel and textile sectors.
We have transformed Lycra's digital presence into a dynamic hub for inspiration and discovery, where brands, mills, and consumers can engage with the brand's core values of purpose and innovation.
I played a key role in supporting establishing a new digital visual direction for Lycra.com, working close with the Creative Director.
Role
– Responsible for setting the new visual direction
– Hands on design, design system and oversee delivery and handover for developers team
– Support the creative director on experience principles
Role
– Set a new visual direction for Tanqueray.com
– Support Creative Director with the designs to support narrative
Challenge
– Modernise digital experience and attract new costumers
– Improve discoverability through their complex range of products
–Tailor experience to three different type of costumers (Mills, Brands and consumers)
Challenge
– Modernise digital experience and attract new costumers
– Improve discoverability through their complex range of products
–Tailor experience to three different type of costumers (Mills, Brands and consumers)
Deliverables
– Design System
– New visual design
– Experience & motion principles
– Templates
Deliverables
– Design System
– New visual design
– Experience & motion principles
– Templates
The process
The process
My process started with quick explorations of photography and layout, followed by getting an understanding of the brand and its values.
With the support of the Creative Director, we translate the brand values into design principles to guide and measure design decisions. This foundation allowed me to explore various aspects of the site in depth, from navigation to homepage structure and key interactive elements.
My process always start by understand the level of premium we are trying to achieve that aligns with the brand values. The meaning of premium for you might be different to others.
I start to explore the photography, play with layouts and hero to understand the level of energy that we want to bring visual.
Understand and expand the typography across different levels, how it shows up as headline, subheading, paragraph and captions.
A homepage created to thoughtfully curate content for customers, mills, and brands.
A homepage created to thoughtfully curate content for customers, mills, and brands.
Create a simple product listing page to enhace discoverbility across product and tech.
Create a simple product listing page to enhace discoverbility across product and tech.
Create a simple product listing page to enhace discoverbility across product and tech.
Create a simple product listing page to enhace discoverbility across product and tech.
Designed a simple product listing page to enhance discoverability across products and technologies, in collaboration with the UX team.
Designed a simple product listing page to enhance discoverability across products and technologies, in collaboration with the UX team.
Through different card explorations, I refined the layout until the final design met the requirements while remaining easily scannable.
We developed a new design system that reflects the refreshed digital visual, offering flexibility to quickly create and adapt templates as needed.
We developed a new design system that reflects the refreshed digital visual, offering flexibility to quickly create and adapt templates as needed.
Developed flexible color variables designed to adapt seamlessly between light and dark modes.
Motion was crafted to create a sense of tactility and flexibility throughout the experience.
Motion was crafted to create a sense of tactility and flexibility throughout the experience.
Team
David Amorim, Senior UI Designer
David Savage, Creative Director
Gabrielle Bennett, UX
Ella Frost, Midweight UI Designer
Myriam Roderick, Lead UX
17:09:08
United Kingdom, London
Listening to: Parcels
©David Amorim | 2026