![](https://cdn.myportfolio.com/fc0b6ddc-861b-4b71-b2fb-d0c2cda9f6b5/5a95f93f-6a01-480f-8e31-0d25b680fa08_rw_1920.jpg?h=665ebbfc3b4a545c3e41d09d55436a67)
UI / UX Design + Illustration
Baby-G Anniversary Site
Casio released the iconic Baby-G watch in 1994, redefining fem-fashion with it’s progressive “tough & cute” tagline. For its 30th anniversary, I created a hypothetical re-release of the product; tough, cute, & cutting edge. The site functions as both an e-commerce platform as well as a marketing tool to emphasize the products longevity and relevance still today. This is best represented by the “then and now” history feature with a carousel of Baby-G on the covers of magazines for the last 30 years. By highlighting their origins with both content and imagery, every element comes together to point towards the new age of Baby-G.
![](https://cdn.myportfolio.com/fc0b6ddc-861b-4b71-b2fb-d0c2cda9f6b5/6b75f1e9-0d79-4a3a-b96c-037604033f2b_rw_1920.gif?h=535efc2a55cbdb5d0e009f46a916ca6b)
![](https://cdn.myportfolio.com/fc0b6ddc-861b-4b71-b2fb-d0c2cda9f6b5/9a9c5348-8067-4f50-8523-6b8b2b23bafe_rw_3840.jpg?h=7f73442b21fa158b46fc17c453647644)
![](https://cdn.myportfolio.com/fc0b6ddc-861b-4b71-b2fb-d0c2cda9f6b5/43d63a3d-5187-46c5-a677-36444e6fe5ff_rw_1920.png?h=42a2721ed9f4f3f0c4221ef9322afeb3)
Reflecting on the past while looking to the future is a reoccurring theme seen throughout the website in both the content and visual design. This motif is carried by the emphasis on Baby-G's original watch design and fashion profile as well as by the patterns and illustrations throughout that reference a popular aesthetic of the 90s. The bold, blocky shapes, patterns, and colors, come together to create a pallet that is both bold and feminine, reflecting the tagline of “tough, cute, and cutting edge.”
![](https://cdn.myportfolio.com/fc0b6ddc-861b-4b71-b2fb-d0c2cda9f6b5/c368e4d8-4fd8-45f1-8e5c-03a65abf3695_rw_3840.jpg?h=8a06058c97af5175392353a31e418f85)
![](https://cdn.myportfolio.com/fc0b6ddc-861b-4b71-b2fb-d0c2cda9f6b5/ede0b7c6-cd8c-4afa-ba74-0808673d90a6_rw_1920.jpg?h=86731dc7a7c444612c519f142b886e56)