Trina Turk had built a devoted customer base through carefully curated boutique placements in the country's most prestigious department stores — Nordstrom, Bloomingdale's, and Saks Fifth Avenue. Moving into direct-to-consumer e-commerce for the first time meant more than building a website. It meant establishing a new channel relationship with customers accustomed to experiencing the brand in a highly controlled, high-touch retail environment — and doing so without diluting the brand's distinctive Palm Springs-inspired identity. The challenge was designing a digital experience that could replicate the warmth, color, and lifestyle sensibility of the physical brand at the same time as building the operational infrastructure to support direct fulfillment for the first time.

• Rob F. // Vice President Studio Services

• Daryle M. // Art Director & Strategist

Virid won the engagement through a proposal presentation designed in the spirit of the Trina Turk collections — a deliberate demonstration that the partnership would be brand-led, not just technically competent. The engagement extended well beyond design: Virid advised Trina Turk on direct-to-consumer fulfillment processes and online marketing strategy as the brand took its first steps into selling direct. Design focused on establishing a clean, minimalist framework that could hold Trina Turk's bold, colorful seasonal campaign imagery without competing with it — creating a digital environment where the collections could speak for themselves. Built for both desktop and mobile, with flexibility to adapt to seasonal campaign refreshes without structural redesign.

The site quickly became the primary online destination for Trina Turk's customer base — a direct-to-consumer channel built from scratch that extended the brand's reach beyond its boutique footprint in the country's premier department stores. The engagement is one of the most strategically complete in the Virid portfolio: from winning the business with a brand-matched proposal, through advising on operational infrastructure, to designing and launching the digital experience. It demonstrates the full scope of what brand-led e-commerce strategy looks like when design, business consulting, and digital execution are integrated from the start — the same through-line that defines the Maciocha.Design practice today.