TAYLOR MISUKONIS
The Frye Exchange is Frye’s resale platform—built on longevity, craftsmanship, and circularity. The existing creative felt flat and overly informational, missing the emotional weight of the product and the brand’s heritage.
I led a visual and messaging refresh focused on making resale feel as premium and intentional as new product.
Rather than positioning pre-loved as secondary, the direction reframed it as lived-in value. Close-up, textural imagery highlighted wear, patina, and craftsmanship—turning age into an asset instead of a drawback.
Developed a modular content structure that could scale across email, site, and paid placements. Each asset balances brand storytelling with clear conversion paths (buy / sell).
Shifted from descriptive, sustainability-heavy language to short, resonant lines:
This created a clearer hierarchy and made the experience feel more editorial and less transactional.
A more cohesive, elevated system that aligns resale with Frye’s core brand identity and improves clarity between storytelling and action, while creating a scalable foundation for ongoing lifecycle and campaign use. The result is a resale experience that feels intentional, premium, and distinctly Frye—not like an afterthought.
