At Paridaez, ready for anything has multiple meanings. The first is that all the garments can be worn in multiple ways - often changing between casual and conservative. You can wear one garment and be ready for any setting! The second is that the phrase embodies the brand’s persona and in turn, targets the intended buyer persona.

Communicating the fact that clothes transform made designing for Paridaez unique. It sells clothes that require more explaining than a single function item would need. Communicatively, showing the same garments in different settings but in the same image made sense to us. I took these studio images and placed them so they were looking aerially around the image, creating left to right movement. This composition adds to the on-the-go girl marketing, and helped turn what could in theory be a boring image into one that moves your eye across the page and down through the homepage itself.

Additional work here includes: making the type choices, designing the collections associated with the header image, and crafting the ready for anything closer section. This homepage and it’s assets were also used on Instagram and in email marketing.