San Francisco-based Israeli fashion designer Ruti wished to take her brick and mortar success online. When I took the lead to design her online shopping experience, I aimed to honor Ruti’s successful approach to design seen in her clothes and her store: simple, elegant and comfortable. In these designs I strove for a minimalist approach featuring cleanliness, generous use of space, and an e-commerce experience that allows shoppers to browse Ruti’s work visually by emphasizing the lead photos for each piece.