Luxury retail destination platform redesign
Americana Manhasset is a luxury shopping destination on Long Island’s beautiful North Shore. As they approached their 70th year in business, they looked to modernize their digital brand expression and the experience of their gift card platform. We collaborated with illustrators and photographers to give their website a refreshed appearance while staying true to the soul of this landmark’s classic brand.
Requirements
- A modern visual design system for responsive web layouts
- Exploration and incorporation of new brand visuals and storefront photography
- An optimized user experience for GiftCard and Group GiftCard shopping experiences
- Creative variations for seasonal and charity fundraising marketing initiatives

Reimagining the brand
We audited existing brand assets with the goal of removing all extraneous treatments – distilling the visual design to its most essential components. We extended this foundation to complete a modern, digital-first component library that allow Americana’s gorgeous architectural and fashion imagery to take center stage.

Luxurious storefront pages for the leaders of luxury
We designed brand new storefront pages for the luxury brands at the heart of the Americana shopping experience – showcasing each retailer’s unique assets and providing clearer access to events, campaign, and contact information.
We enlisted the help of the extremely talented Pavel Bendov for brand new storefront and property photographs – providing art direction and technical requirements to ensure consistency across the site while demonstrating each store’s individual character.

Champions for Charity
Americana’s annual fundraising drive, Champions for Charity, has raised raised over 20 million dollars for participating non-profits since it’s inception in 1996.
We reimagined their website’s “C4C” campaign experience to highlight the generosity and merriment of the event, supporting the organization’s enduring commitment to giving back to their community.

Ecommerce, designed for giving
We completely reimagined Americana’s primary ecommerce experience – gift cards which can be purchased individually or with a group of contributors.
Collaborating closely with gifted illustrator Karlotta Freier, we designed a custom checkout experience to match all new card and packaging imagery.

Services
- Branding & positioning consulting
- UX research & wireframing
- Design system auditing
- UI system design
- Interactive prototyping
Deliverables
- UX storyboards for mobile & desktop interface concepts
- Componentized UI design system for ongoing campaign and feature development
- Custom ecommerce checkout flow design for individual and group giftcards
- Interactive prototypes for concept demonstration
The bottom line
We redesigned Americana Manhasset’s marketing and ecommerce platform while retaining the core of their visual identity. On the way, we modernized the experience of browsing their stores, purchasing giftcards, and discovering seasonal events and fundraising campaigns.