Lifestyle Membership
Scope
Company
Duration
Where It Started
Loyal customers needed somewhere to go.
Dressing Your Truth had built something rare: a community of women who didn't just complete their online program—they lived it. Customers dressed true to their Type of beauty, shared with friends, and wanted more. But there was no ongoing experience designed for the woman who was loyal and longed to go deeper.
A new membership was envisioned, meant to give the most loyal customers an opportunity to stay engaged, feel inspired, and be connected to a brand they loved.
What I Created
A world built for women already in love with the brand.
Designing a new Lifestyle Membership required building everything from scratch: brand identity, sales pages, and a custom shopping tool. But the most unexpected part of this project happened before a single video was filmed.
Beyond digital work, I designed the physical set where all Lifestyle content would be produced. This included a full architectural floor plan, mood board with furniture, paint colors, and decor. The space needed to feel warm, aspirational, and neutral enough to work for years across hundreds of tutorials.
From there, I designed a digital world around the content produced, most notably the Style Inspire—a custom tool where style experts could share curated outfit boards for subscribers to shop from directly. All sales pages and emails were designed to convert the woman who loved DYT but needed clarity before committing. Every image, every page was designed to cultivate a brand worth staying loyal to.
The Impact it Made
Thousands of women, showing up month over month.
The Lifestyle Membership has served tens of thousands of subscribers. The women in this community participate in one of the most optimistic online communities in existence. They log in, they show up, they shop and support each other.
A membership that retains thousands of paying customers month over month isn't just a successful product. It's proof that the experience was worth coming back to.
85% monthly member retention
+73% member email click rate
Latest Work
Selected projects across products, web, connected experiences, and brand systems
