With the intention of broadening their audiences, Marks and Spencer embarked on a reimagine project. Myself and the design team conducted consumer research to understand the current perceptions of the high street brand. After analysing over 800 user data entries, we delved into the desired perceptions, where do Marks and Spencer aspire to be within the current market.

It was extremely rewarding to be solely responsible for creating the iconography suite for the future design work. These icons were emblematic of the six pillars of design we created in order to continue on with cohesive design in the future.

Using a combination of Figma and Sketch, we began creating concepts that represented exactly what the users wanted it. The ones that garnered much interest during user research were presented to the key stakeholders for next steps.