Edit Suits

Selling an experience, not just a suit

Edit Suits is a made-to-measure tailoring brand with showrooms in London, Birmingham and Singapore. Over three years as UI/UX Lead and Creative Director, I repositioned the brand from functional to premium, owning everything from the website and digital tools to photography, campaigns, and brand identity.

The challenge ran deeper than visuals: the product is a service. The entire experience (discovering, measuring, ordering) had to feel as considered as the tailoring itself.

And when Covid closed the showrooms, that experience had to survive entirely online.

Step-by-step flows designed for nervous first-timers: clear sequencing, plain language, and confirmation at every stage, because a wrong measurement means a wrong suit.

Intuitive UX/UI

I drew a custom illustration set translating complex tailoring measurements into simple, friendly visuals, accuracy through clarity, not instruction manuals.

Bespoke illustrations

The tool didn't just retain existing customers; it opened the brand to people who prefer shopping online: a permanently larger market.

Brand reach

Creative Direction

I curated a premium visual language, directing and shooting photography that redefined the brand's identity and anchored its move upmarket.

Every asset told the same story: craftsmanship, fit, confidence.

Brand identity

Directed and produced the visual assets that narrated the brand's story, building a coherent premium identity across every touchpoint.

Tangible ROI

The new imagery drove a 20% increase in social media engagement and a 35% rise in newsletter click-through rates

Impactful campaigns

Campaign assets became the backbone of the brand's paid advertising and social strategy, delivering a competitive edge in the bespoke tailoring market.