COACH NEW YORK

Coach is a heritage brand born in New York City, known for its blend of classic American craftsmanship and trend-forward fashion. This project reimagines Coach’s digital presence—shaping a more cohesive, editorially-driven experience that reintroduces the brand’s icons through narrative and structure. At the center is a redesigned homepage: a scroll-based journey where each section functions as a visual chapter, drawing from the city’s contrasts, characters, and nonstop rhythm to bring clarity, mood, and momentum to the online experience.

The visual identity builds on Coach’s legacy while refining it for a contemporary audience. A reimagined wordmark gives the original logo a more modern structure, while a custom monogram system introduces graphic texture and versatility across digital, packaging, and product. Designed to feel elevated yet familiar, the system embraces simplicity without sacrificing impact—confident, clean, and grounded in the brand’s New York roots.