Closer look at select spreads:
Designing with Depth
Creating interactive global visual merchandising guidelines for Coach
2023
As design lead at Coach, I developed an interactive version of the Global Visual Merchandising Guidelines to help streamline content, improve engagement, and reduce the overall page count. This new format provided a dynamic way for regional teams to access merchandising direction more clearly and efficiently, without overwhelming them with static, multi-page PDFs.
The Challenge
The traditional VM guidelines were growing too long, dozens of pages that made it harder for teams to quickly find what they needed. The challenge was to condense complex content, maintain clarity, and make the experience more engaging, all while adhering to Coach’s global standards.
My Role & What I Created
Leading the design, I:
Built a series of interactive guideline layouts using clickable tabs, collapsible sections, and navigation links.
Strategically reorganized content to combine visual clarity with functional usability.
Created clear visual systems that helped highlight key merchandising moments, product priorities, and display instructions.
Balanced aesthetics and efficiency, ensuring the new format felt polished but intuitive across regions.
Tools Used
Adobe InDesign (interactive layout and export)
Adobe Photoshop & Illustrator (graphic elements and product visuals)
The Outcome
The interactive format cut down page count significantly and improved team engagement with the content. It became easier for global markets to navigate key sections, apply merchandising strategies quickly, and maintain brand consistency without combing through dense documents. The project was praised by internal teams for being more modern and operationally smarter.
Design Note
This project was a great reminder that design is about function as much as form. I loved the challenge of making something clearer, lighter, and more dynamic and seeing how much more empowered teams felt when information was easier to find and act on. There's a certain satisfaction in making complex systems just click.