The new creative direction is distinctively SOULRETREAT: bold, streamlined, beautiful. The design system embraces an open environment, pushing the content to hero status and the brand continually forward. Product pages now share unique stories around features and highlights; we elevated the importance of lifestyle photography and video, establishing strong art direction standards. We worked iteratively to establish a system of site components that can be used repeatedly; they are flexible enough for new campaigns, trends, and product changes.
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