Levi’s®
Levi’s® Newsroom
(Intro) Levi’s®— the brand that didn’t just sell denim but redefined it — was unveiling a bold new chapter with the renovation of its iconic Preciados store in Madrid. A multi-floor space designed to elevate the in-store experience and celebrate the culture behind the 501s.
My collaboration with the brand began shaping the visual language of the space, developing signage systems and vinyl applications that helped bring the new concept to life across every level.
Then the world shifted. The pandemic changed everything. What had been a major physical investment suddenly needed a digital counterpart — not just an online store, but a space that could carry the same energy, storytelling, and community spirit.
That’s how Levi’s® Newsroom was born.
My role
Lead and Visual Designer
Skills
Product and Visual Design
Art Direction
Client relationship
Stakeholder Management
Team
MURPH, Bandiz Studio, Ydevs, Ricardo Juárez
Levi’s® Newsroom emerged as a response to that pause. A virtual showroom created to keep the dialogue alive.
Context
From Physical Space to Digital Presence
From Physical Space to Digital Presence
When Levi’s® reopened its Preciados flagship, the top two floors were conceived as dedicated spaces for press, presentations, and community events — a hub for storytelling beyond the product.
Then the pandemic hit.
Those floors, designed to host conversations and cultural moments, suddenly went quiet. But the need to stay connected with press and influencers didn’t disappear — if anything, it became more urgent.
Levi’s® Newsroom emerged as a response to that pause. A virtual showroom created to keep the dialogue alive. A digital destination where press could access collections, stories, and brand updates remotely — while also functioning as an open journal, accessible to everyone, sharing the latest drops, collaborations, and campaigns.
Not just a temporary solution, but a new platform for connection.
Then the pandemic hit.
Those floors, designed to host conversations and cultural moments, suddenly went quiet. But the need to stay connected with press and influencers didn’t disappear — if anything, it became more urgent.
Levi’s® Newsroom emerged as a response to that pause. A virtual showroom created to keep the dialogue alive. A digital destination where press could access collections, stories, and brand updates remotely — while also functioning as an open journal, accessible to everyone, sharing the latest drops, collaborations, and campaigns.
Not just a temporary solution, but a new platform for connection.
The Design Process
A Digital Editorial Space
A Digital Editorial Space
From the beginning, we imagined the website as more than a press hub. It had to function as a newsroom — a place for updates, downloads, and assets tailored primarily for press, but also open to collaborators, creatives, and people genuinely connected to the brand.
The virtual showroom was essential. It needed to be practical, intuitive, and efficient for media use. But beyond functionality, the platform had to feel like Levi’s® It had to breathe editorial.
The identity gave us a strong starting point — Levi’s has one of the most recognizable visual languages in the world. Still, we wanted to push it slightly further. We experimented with new typefaces, introduced outline styles, and incorporated subtle motion on the homepage to create rhythm and flow.
Red and black became the foundation of the visual system — bold, confident, unmistakably Levi’s® — while layout and typography added a contemporary, almost magazine-like energy.
Home
The homepage was designed as a dynamic composition of blocks. A modular system that allowed users to navigate intuitively between sections while maintaining an editorial structure.
From here, you could access Trends — our evolving journal of updates and collections — as well as the rest of the platform’s key areas.
Trends & Levi’s® Friends
Trends was a living editorial space for new collections, campaigns, and product stories.
Designed like a digital magazine, it balanced strong typography with clean layouts, allowing imagery and storytelling to take center stage while maintaining a cohesive brand presence.
Levi’s® Friends was a dedicated space highlighting collaborators, creatives, and personalities connected to the brand.
The Showroom
Press Site for downloadable content.
The virtual showroom was essential. It needed to be practical, intuitive, and efficient for media use. But beyond functionality, the platform had to feel like Levi’s® It had to breathe editorial.
The identity gave us a strong starting point — Levi’s has one of the most recognizable visual languages in the world. Still, we wanted to push it slightly further. We experimented with new typefaces, introduced outline styles, and incorporated subtle motion on the homepage to create rhythm and flow.
Red and black became the foundation of the visual system — bold, confident, unmistakably Levi’s® — while layout and typography added a contemporary, almost magazine-like energy.
Home
The homepage was designed as a dynamic composition of blocks. A modular system that allowed users to navigate intuitively between sections while maintaining an editorial structure.
From here, you could access Trends — our evolving journal of updates and collections — as well as the rest of the platform’s key areas.
Trends & Levi’s® Friends
Trends was a living editorial space for new collections, campaigns, and product stories.
Designed like a digital magazine, it balanced strong typography with clean layouts, allowing imagery and storytelling to take center stage while maintaining a cohesive brand presence.
Levi’s® Friends was a dedicated space highlighting collaborators, creatives, and personalities connected to the brand.
The Showroom
Press Site for downloadable content.
Levi’s® Friends
Trends
Home
The Showroom
The showroom transformed a temporary pause into a scalable digital ecosystem turning access into connection, content into conversation, and redefining how Levi’s® engages with press in a more agile, always-on way.
The Showroom
Where Access Meets Strategy
Where Access Meets Strategy
The showroom was one of the most critical parts of the platform.
We decided to gate it behind a login — not just for privacy, but as a strategic move. By requiring access credentials, press contacts had to connect directly with the brand, and vice versa. It became the first touchpoint, a subtle but intentional marketing interaction that strengthened relationships from the very beginning.
Once inside, the experience had to be seamless. How we did it?
Through a clean vertical filtering system, users could navigate an archive of over 2,500 assets — from lifestyle imagery and product silhouettes to official press releases. The goal was clarity and speed: no friction, just efficient access to everything they needed.
We also worked closely with the client on filtering by Fit. Levi’s® is known for its unique jean nomenclature — 501, 721, 512 — and it was essential that this identity carried through the download experience. The categorization wasn’t just functional; it reinforced brand DNA.
The platform was designed responsively from the start, fully optimized for both desktop and mobile, ensuring that whether someone was accessing it from a newsroom, a studio, or on the go, the experience remained consistent, editorial, and unmistakably Levi’s®.
We decided to gate it behind a login — not just for privacy, but as a strategic move. By requiring access credentials, press contacts had to connect directly with the brand, and vice versa. It became the first touchpoint, a subtle but intentional marketing interaction that strengthened relationships from the very beginning.
Once inside, the experience had to be seamless. How we did it?
Through a clean vertical filtering system, users could navigate an archive of over 2,500 assets — from lifestyle imagery and product silhouettes to official press releases. The goal was clarity and speed: no friction, just efficient access to everything they needed.
We also worked closely with the client on filtering by Fit. Levi’s® is known for its unique jean nomenclature — 501, 721, 512 — and it was essential that this identity carried through the download experience. The categorization wasn’t just functional; it reinforced brand DNA.
The platform was designed responsively from the start, fully optimized for both desktop and mobile, ensuring that whether someone was accessing it from a newsroom, a studio, or on the go, the experience remained consistent, editorial, and unmistakably Levi’s®.
Log In
Filter
Downloads
Impact
From Platform to Living Ecosystem
From Platform to Living Ecosystem
As physical events gradually came back to life, the project gained new momentum. What started as a digital response evolved into a growing platform with room to expand.
The website entered a new phase, no longer just a Newsroom, but a flexible space ready to host additional layers of content. That’s when a new section was born: a dedicated microsite for special brand events.
Designed through a modular block system, the microsite allowed us to adapt typography and visual language to each specific event and collection. Different type combinations, bold compositions, and strong visual storytelling created a space that could shift in tone while staying rooted in Levi’s® identity.
The platform didn’t just support the brand during a transition — it became a tool for continuous expression.
The website entered a new phase, no longer just a Newsroom, but a flexible space ready to host additional layers of content. That’s when a new section was born: a dedicated microsite for special brand events.
Designed through a modular block system, the microsite allowed us to adapt typography and visual language to each specific event and collection. Different type combinations, bold compositions, and strong visual storytelling created a space that could shift in tone while staying rooted in Levi’s® identity.
The platform didn’t just support the brand during a transition — it became a tool for continuous expression.
Crossing Markets
Portugal Site
Portugal Site
Another milestone came from the client side. We initially developed the platform for Levi’s®, but after seeing the strong reception and performance of the site in Spain, the brand decided to expand it to Portugal.
We created a mirrored version of the website, maintaining the same design system, structure, and sections — while ensuring it was fully adaptable to local content needs. The platform was built to seamlessly integrate regional updates and automated translations, allowing each market to maintain its own voice without losing visual consistency.
What started as a local solution quickly proved to be a scalable model.
We created a mirrored version of the website, maintaining the same design system, structure, and sections — while ensuring it was fully adaptable to local content needs. The platform was built to seamlessly integrate regional updates and automated translations, allowing each market to maintain its own voice without losing visual consistency.
What started as a local solution quickly proved to be a scalable model.
Home PT
Trends
Journal
One of the final chapters of the project came full circle with Casa Levi’s® The store
was fully alive again, and those two upper floors, originally conceived for press and events, were finally fulfilling their purpose.
It felt natural to bring them into the Newsroom ecosystem.
We expanded the menu with a dedicated Casa Levi’s® section, translating the physical experience into digital form. The space included a live event agenda, with the option to RSVP and sync events directly to your calendar, updates from the physical showroom, and a spotlight on the Music Studio.
Levi’s® Music Studio was one of the brand’s newest cultural initiatives: a platform to support emerging local artists. With a fully equipped recording studio inside the Preciados store, the project blurred the line between retail and culture. Through the website, users could follow new sessions, discover featured artists, and stay connected to the creative energy happening in-store.
What began as a digital solution during uncertain times ultimately became a bridge, connecting physical space, community, and culture into one continuous Levi’s® experience.
More info
levi.com